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Tuesday, March 08, 2005

Dreyfus Lion Roars Again

by: Sean Hanna, Editor in Chief

After a six year hiatus, Dreyfus fund will once again tell their story on television. The fund unit of Mellon Financial has tapped Epiphany Communications in Providence, Rhode Island and Psynchronous in Woburn, Massachusetts for its new ad campaign, reports Adweek.

Epiphany handled the creative work on the advertising campaign while Psynchronous was in charge of strategy and account management.

The spots will reportedly highlight Dreyfus' longevity and strength. It was one of the fund firms that has so far side-stepped the multiple scandals to hit the fund industry over the past two years.

Noreen Ross, executive vice president at Dreyfus, told AdWeek that the firm put together its campaign "based on what's been going on in our industry." 

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