Fidelity Investments [profile] chief marketing officer Jim Speros is set to unveil the Boston Behemoth's new ad campaign today. Unlike the mutual fund firm's previous campaigns, television does not play a central role this time.

The "Thinking Big" campaign incorporates print, mobile, digital and social media components, the Boston Business Journal reports.

This marks the first campaign "where we've actually attempted to create a viral program without a large supporting TV effort behind it,” Speros was quoted in the article as saying.

The firm's in-house team, Fidelity Communications, created the campaign. 

Edited by: Armie Margaret Lee


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