Phoenix Makes Money Matches in Print

NEW YORK Cossette Post next week will launch a national print campaign aimed at both financial services advisers and their wealthy clientele for The Phoenix Companies.

The New York shop’s “Add value to wealth” campaign breaks Monday and presents challenging scenarios faced by advisers and their wealthiest investors. Seven print ads position the Hartford, Conn.-based company as the financial authority. A series of compelling portraits aims to forge an emotional connection between the adviser and the client.

One ad, “Work/Plays,” depicts a competitive, successful woman who works and plays with intensity, and encourages her financial adviser to “Give her a better game plan. In “Wants/Needs,” a young woman, pictured with her mother, “loves having a trust fund,” but “hates feeling guilty about it.” Phoenix, the copy says, will “show her how to earn it.”

The campaign, shot by Peggy Sirota, will appear in publications like The Wall Street Journal, Fortune, New York Times Magazine, BusinessWeek, The New Yorker, Money and Time, as well as in trade magazines such as Trusts & Estates, National Underwriter, On Wall Street, Investment News and Financial Planning.