TITLE

American Century pitch sells values

AUTHOR(S)
Cardona, Mercedes M.
PUB. DATE
March 2000
SOURCE
Advertising Age;3/13/2000, Vol. 71 Issue 11, p16
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article examines the American Century Investments advertising campaign managed by Rubin Postaer & Associates, Santa Monica, California, launched in March 2000 in the U.S. The campaign breaks on network TV March 15 while print first appears in April magazines. The new effort marks both an increase in media and a wider target audience for the mutual fund company, said Michael Barr, senior VP-brand management. One of the key goals of the advertisements is to create name awareness and connect with viewers across both target groups, said David Smith, creative director. Rather than stress fund returns and performance--as American Century had done in the past--these advertisements try to connect with the viewers' values, he explained. The spots feature iconic scenes--such as a house under construction and a student in cap and gown running across campus--as titles with phrases such as "American determination" and "American dream" fade in and out.
ACCESSION #
2883424

 

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