Marty Willis and her team are launching a new OppenheimerFunds [profile] brand campaign, yet its old "the right way to invest" tagline isn't going anywhere.

Here's an image from one of OpFunds' new ads.

Yesterday the New York City-based MassMutual subsidiary kicked off the "Invest in a Beautiful World" campaign. Stephen Tisdalle, head of brand marketing at OpFunds, confirms that the campaign includes components through TV, print publications, and the Internet. He says the campaign will start to "ramp up" over the course of this month.

"We did a major agency review exactly 12 months ago," Tisdalle tells MFWire, and MRM // McCann won out.

The new campaign, Tisdalle says, is "about reframing the conversation to a very optimistic, opportunity-driven lense." And the OpFunds folks want to help their allies, FAs, reframe conversations too.

"That conversation is firmly grounded in our conviction that it takes time to create value," Tisdalle says. "We always take a long-term, global perspective. We are not about short-term, quarter-to-quarter performance."

"The long-term is what we are about as a brand," Tisdalle adds.

As for "The Right Way to Invest", a tagline that is nearly 30 years old, Tisdalle says it's "sacrosanct" for OpFunds. The new campaign, he says, is about taking the four principles behind that old tagline and making them work and come alive. Those four principles are: making global connections, looking to the long-term, taking intelligent risks, and investing with proven teams. 

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