Eagle Asset Management [see profile] is launching its first advertising campaign, and its doing so with its own unique style. Watch for phase one of the campaign to appear in Registered Rep and Research magazines, two publications aimed at advisors.
Cooper Abbott Eagle Asset Management EVP, Co-COO
A spokesperson for Eagle declined to comment on how much the firm is spending on the campaign.
Cooper Abbott, executive vice president of investments and co-chief operating officer of Eagle (which is a subsidiary of the broker-dealer Raymond James), confirmed that the new branding campaign centers around three combination words that are "core to what Eagle is and how Eagle flies":
Michelle Lynch Eagle Asset Management Director of Marketing
"perfonomy," i.e. performance and autonomy, signifying Eagle's independent investing approach;
"convigrity," i.e. conviction and integrity, referring to Eagle's emphasis on fundamental research and targeted investment styles;
and "experiocus," i.e. experience and focus, alluding to Eagle's history (it launched in 1976) and its single-minded emphasis of investment management (over, say, distribution).
"We're dipping our toe in the water," Michelle Lynch, director of marketing, told The MFWire. "This is our first venture into advertising."
And Eagle didn't work with an outside advertising agency for the campaign.
"This was all internally generated, homegrown," Abbott confided, noting the recent market turmoil means investors are reevaluating their portfolios, making this a perfect time to get into advertising.
Company Press Release
St. Petersburg, Fla (Jan. 11, 2011) Eagle Asset Management, provider of equity and fixed-income investment strategies to institutional and individual investors, today launched “Keeping Our Word”, a significant brand advertising campaign that conveys in three words the firm’s identity and dedication to clients. The campaign’s liberal use of wordplay highlights Eagle’s industry strengths and aims to increase brand awareness at a time when investment intermediaries are looking for new options.
Perf-on-o-my: the addition of alpha through our independent investment-team approach.
Con-vig-ri-ty: our blend of strong conviction in fundamental research with the integrity of our investment-style-specific portfolio managers.
Ex-pe-ri-o-cus: the result of three decades’ experience meeting an asset-management focus.
“The ads reinforce the relevance of Eagle’s capabilities and long-held core values in a fresh way,” said Cooper Abbott, Executive Vice President of Investments and Co-Chief Operating Officer. “Credibility and transparency should be at the top of the due diligence list for financial advisors, consultants and institutions. Our investment teams focus on securing top-tier results in their respective styles, rather than attempting to chase trends or peers. We have earned a solid reputation behind the numbers by doing what we say we will do.”
Richard Rossi, President and Co-Chief Operating Officer, sees an opportunity to remind intermediaries that, as a firm, Eagle has been quietly delivering on its word for decades. “As a firm, we continue to embrace fundamental, bottom-up investing. It is how we use this information, our own vetting processes for identifying risk/reward potential in holdings candidates, which sets Eagle and its investment teams apart. And, ultimately, our credibility is rooted in doing what we say and focusing on what we believe is right for our clients. Our history bears this out.”
The campaign ads will debut in print and online beginning January 2011 in Research Magazine and Registered Rep Magazine. A microsite developed for the campaign further illustrates how Eagle’s investment managers and strategies deliver on its words. Readers are invited to visit eagleasset.com/keepingourword for more information about the campaign.
About Eagle Asset Management
Founded in 1976, Eagle Asset Management provides investors with a broad array of equity and fixed income products designed to meet long-term goals. Our clients currently entrust more than $16.3 billion* (as of Sept. 30, 2010) to our experienced portfolio managers via both separately managed account and mutual fund platforms. At Eagle, we do what we say we’re going to do, and work harder to make it happen.