Evergreen Investments Selects Mullen

ATLANTA Mullen has added Evergreen Investments to its client roster.

The Boston-based asset management firm tapped the Havas shop’s Winston-Salem, N.C., office to create an essentially business-to-business campaign targeting investment professionals and executive-level decision makers.

“We are endeavoring, by virtue of our marketing, to grow the awareness of our brand,” said Chad Peterson, client representative.

Because the effort, set to launch in April, will include television, the work is likely to center around individual investors, sources said.

Agency president John Fitzgerald said that positioning Evergreen as a thoughtful leader within the asset management world would be fundamental. “It’s a brand that has two dimensions—public investors and consumers,” Fitzgerald said. “Their advertising reflects the health of their overall business and the vitality of the brand.”

Billings for the account are undisclosed.

Evergreen’s last campaign was created by Publicis & Hal Riney, San Francisco, in 1999, when the agency handled then-parent company First Union’s ad business. Last year the company spent less than $1 million, per CMR.

First Union and Wachovia merged in 2001. A year ago Mullen bested Riney in a creative shootout for the estimated $65 million account.

Evergreen, a subsidiary of Wachovia in Charlotte, N.C., ranks 12th among the top 20 mutual funds.

“Last year only two funds, Evergreen and Pimco, were able to grow their assets,” said Peterson. “It’s no secret that the equity markets have been very challenging over the last several years; however, [our] business has grown and gained momentum in the marketplace.”