MutualFunds.com Makes Moves

BOSTON–Preparing for a national fall launch, MutualFunds.com has named Abe Gorelick svp of marketing and is in the final stages of selecting an agency of record for its $5-10 million account.
Gorelick is conducting separate searches for ad and public relations agencies, which he hopes to conclude as soon as next week, he said. Gorelick, a former agency executive who is overseeing the review, declined to identify contenders. It is believed that midsized players in Boston and New York with some financial-services experience are involved.
The winning ad shop will handle creative and media chores, introducing MutualFunds.com to retail inves-tors, financial advisers and the gen-eral public, Gorelick said. Both online and offline efforts will be used.
The goal of branding efforts will be to make the site “the premier un-biased destination about mutual funds,” he noted. “[There will be] no promoting any one fund family or type of investment.”
The service will provide financial news and analysis, job listings, professional-education courses, and online-trading capabilities, he said. Potential competitors include online brokerages and news services, but the client believes its scope will allow it to be positioned as “a partner to the industry” as a whole, Gorelick said.