The team at a big Boston-based mutual fund firm is already kicking off their 2019 marketing campaign, with plans to reevaluate and ramp up in the new year.

Robert Lloyd Reynolds Putnam Investments / Great-West Financial / Great-West Lifeco U.S. President, CEO

The Putnam Investments [profile] marketing team has officially launched their Always Active campaign, president and CEO Bob Reynolds confirms today. (Reynolds also leads Putnam sibling Great-West Financial and Putnam parent Great-West Lifeco U.S.) The broad campaign is targeted at both financial advisors and investors, and it will run across a variety of mainstream, social, and other online media, confirms Mark McKenna, Putnam's head of global marketing.

Mark Joseph McKenna Putnam Investments Head of Global Marketing

"We're heavy in the market right now until the end of December," taking feedback from investors and FAs, McKenna tells MFWire. "We're going to be back in the market in January where we'll have a refinement in the offerings and the messaging."

"To me it captures and epitomizes what Putnam is all about," Reynolds tells MFWire, describing the new campaign as a way to "make a statement to the marketplace about who Putnam is and the role active management can play in a client's portfolio."

"At the core, we are huge believers ... in active management," Reynolds adds, describing modern investing as an active endeavor that "really takes foresight and a lot of work."

The Always Active campaign is an "entirely in-house effort in terms of thought leadership" and features insights from Putnam PMs and analysts, McKenna says.

"We're taking an active approach to communicate what is happening, in a more active way, with our products," McKenna says. "This is a fun time in this industry where we're allowing our portfolio managers and analysts to more easily share those insights. It's not about the eight-page white paper any more."

"We've already generated millions of impressions," McKenna adds.

Reynolds says he's "very excited about the new campaign, thanks to Putnam's "tremendous momentum in the marketplace."

"We're finishing up 2018 with positive flows across all of our business," Reynolds says.

Putnam had $169 billion in AUM as of October 31. 

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