The Reserve Funds is starting a new ad campaign to encourage intermediaries to evaluate the differences in credit quality found among money market funds.

Most intermediaries do not analyze credit quality when placing assets in money market funds. That lack of focus is what Reserve is attempting to rectify. The firm is hoping that once intermediaries do catch on, that they will select The Reserve Primary Fund, Class 8 for their clients.

Della Femina Rothschild Jeary & Partners created the campaign, which Reserve kicked-off with placements in Barrons and the Wall Street Journal. The ads caution investors to consider the quality and risks of some of the instruments that may be held in money-market funds. It also highlights the Reserve Fund's credit quality and expenses.

The ads are slated to run for "several months" in the two publications.

The current flight to conservative investments by shareholders makes this an excellent time to launch a campaign, said Jerry Della Femina, chief executive of the ad agency. "For the first time in a decade, cash management products are top-of-mind with risk-averse investors. This is a great time to advertise and build market share in this category."

"Contrary to popular belief, not all money-market funds are created equal," said Bruce R. Bent, chairman and chief executive of Reserve Funds. "With interest rates at their lowest levels in decades, money funds that are trying to squeeze out a bit more yield may hold inappropriate instruments in their portfolios."  

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