, which rolled out its first print
advertising campaign in three years this summer,
plans to promote itself over the Web next year.
"Next year, we'll start to move into Web advertising,"
said Andrew Schlossberg
, Invesco Aim's chief marketing officer, in an interview with The MFWire
"It'll help our clients and fund shareholders access us
in the formats they want," he added.
Details such as when and where Invesco Aim's Web ads
will appear are still being hashed out.
Television ads, however, are not in the offing. "TV
is not the best medium for us," Schlossberg said.
Previously known as Aim Investments, the Houston-based
asset manager was rebranded Invesco Aim in March (see
The MFWire, March 31, 2008). Four
months later, it came out with a print ad campaign, developed with Grey Advertising in Toronto, in which it casts itself
as an anti-jack-of-all-trades.
Schlossberg would not say how much Invesco Aim spent on the
The ads, set in black and white and featuring Alfred Hitchcock,
Lucille Ball and Louis Armstrong, tout the company's focus on money management. The ads appeared in publications
including Barron's, InvestmentNews, PlanSponsor and
The copy of the Hitchcock ad starts off with "Never directed a musical,"
followed by the subsequent excerpt:
Focus can bring success. It's why we don't do banking, sell insurance
-- or create cinematic centerpieces. The only thing we do is manage money.
"We developed that campaign this time last year," Schlossberg said.
"It probably never looked as smart as it did in September and October
The company encountered "very positive" feedback on the ads.
"A lot of the financial advertising looked and felt the same way," he said, citing
images of sailboats and people off to retirement. "We wanted to be creative around our message of doing one thing."
Invesco Aim plans to continue running print ads bearing the Do One Thing Well theme next year. Those ads will focus on promoting Invesco Aim's investment capabilities.
Advertising aside, the firm two months ago received a publicity boost when Democratic
presidential candidate Sen. Barack Obama accepted the nomination at Invesco Field in Denver.
"We're agnostic politically," Schlossberg said. He added that the Invesco name "being
mentioned all over the world is great."
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