Pioneer is pushing to new into new territory with a new marketing campaign that moves beyond trade publications covering financial services and trade publications. The backbone of the new campaign was a series of ten "countdown" ads that began appearing in the The Wall Street Journal and USA Today in mid-September. The ads reach the "one" placement this week.

"The One campaign is designed to help generate greater awareness of the Pioneer brand," said William Poulin, head of marketing for Pioneer. He added that the firm has focused on financial intermediaries with its past efforts since they were its main distribution channel. The new campaign will focus on building the Pioneer brand in the retail space.

DiBona, Bornstein & Random (DB&R), a Boston-based advertising agency, created the "One" campaign in collaboration with Pioneer's in-house team, led by Poulin.

Besides the Journal and USA Today, print advertisements will appear during the rest of the year in Forbes, Money, and Mutual Funds Magazine, as well as a number of trade magazines which target the broker and financial advisor community. The broadcast campaign will include television spots on CNBC in the early mornings and evenings, as well as drive times on National Public Radio through November. Outdoor advertising will also be prominent in 14 key markets around the country.  

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