EPB Bows Funds Ads

Earle Palmer Brown is launching a new, national cable TV campaign for Salomon Smith Barney mutual funds that focuses on the personal side of portfolio managers.

Three 30-second spots break today on CNN, CNBC, A&E and MSNBC. Each ad’s title is a portfolio man ager’s name.

In “John Goode,” the titular Goode introduces himself with a personal history. Raised in a farming community, he has 31 years’ investment experience. A montage of images, such as aerial shots of farmland, distant silos and a close-up of a grape leaf, reflect Goode’s comments. For instance, when he says, “Challenges,” an image of a rock climber appears.

The ads keep the current tagline, “Your serious money. Professionally managed.”

“We wanted to highlight the managers and give an idea of who these people are,” said Lance Mald, EPB’s creative director.

The target audience is “those with $100,000 or more in investable assets,” said Steve Cone, the client’s head of global marketing.

The effort, with an estimated budget of $10 million, is the New York shop’s first work for the client, which is owned by Citigroup Asset Man agement. The agency won the business in December after a review [Adweek, Dec. 18].

EPB’s campaign is an extension of project print work created by Hill, Holliday, Connors, Cosmopulos, New York, last June. Those ads, which showed photos of the portfolio managers, ran in Barron’s and U.S. News & World Report. Radio spots by EPB, featuring the three managers, will air in Los Angeles and New York.