Liberty Funds Swaps CGN for Wallwork Curry

Liberty Funds Distributor has named Wallwork Curry Sandler to handle its $3 million advertising account.
The Boston shop participated in a review for Liberty Funds late last year, losing out to rival Boston agency CGN Marketing & Creative Services [Adweek, Jan. 10]. When the union with CGN faltered, Philip Fragrasso, Liberty’s managing director of marketing, moved the work to Wallwork Curry.
“It just wasn’t a good fit,” said Fragrasso of the short stint with CGN. He declined to elaborate. CGN chief executive Ken Dec did not return calls.
Fragrasso had previously worked with Wallwork Curry when he held a senior marketing post with Sun Life of Canada.
For Liberty Funds, Wallwork Curry will craft print and direct marketing efforts and handle
media chores. Some TV ads may also be in the mix. “We’re planning a major rebranding effort in June,” Fragrasso said.
The mission is twofold. One effort will target brokers and others in the financial services community through a trade campaign in Financial Planning, Ticker and elsewhere. There will also be a consumer push for the client’s Stein Roe products in Money, The Wall Street Journal
and others.
Wallwork Curry will immediately begin developing brand concepts to boost Liberty in an increasingly competitive environment where rivals such as Janus and Fidelity Investments have a strong ad presence, Fragrasso said.
The client distributes several families of mutual funds, including Colonial, Stein Roe, Liberty and All Star, as well as fixed and variable annuity products.
Liberty is Wallwork Curry’s second notable financial services win this month. The agency also added 401(k) provider New York Life Benefit Services for a nationwide campaign [Adweek, Feb. 7]. K