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Rating:Federated Launches its First Ad Campaign in Eight Years Not Rated 1.0 Email Routing List Email & Route  Print Print
Friday, March 04, 2011

Federated Launches its First Ad Campaign in Eight Years

Reported by Armie Margaret Lee

Federated Investors this week kicked off an advertising campaign, its first full-scale campaign since 2003.

An ad from Federated Investors' newly launched campaign.
The ads, which started appearing in print and online publications on March 1, promote the Federated Strategic Value Dividend Fund. The campaign will run through early summer, company spokeswoman Meghan McAndrew told The MFWire.com.

The fund has $2.5 billion of assets, according to Morningstar.

J.T. Tuskan, director of marketing and corporate communications, led the ad initiative. Ad agency Garrison Hughes, which, like Federated, is based in Pittsburgh, helped create the campaign.

Print ads are appearing in Barron's, InvestmentNews, Financial Planning, Registered Rep and Financial Advisor. The online ads are running on Barrons.com, InvestmentNews.com, WSJ.com and Bloomberg.com.

McAndrew declined to say how much Fedrerated spent on the campaign.

The company took a step toward a full-scale campaign last fall, when it did a pilot campaign online featuring several products.

"We dipped our toe back in the water," McAndrew said. "It gave us the confidence to be able to take a message that we think is a compelling story about dividends to a broader marketplace." 

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