Pioneer Campaign Touts Trust

A new campaign for Pioneer Investment Man agement focuses on the importance of trust in today’s troubled economic climate.

Print and TV ads by Boston shop DiBona, Bornstein & Random feature a new tagline, “Trust advice. Trust your advisor.” Spend ing was undisclosed.

“An investor’s most valuable asset is a trusted financial advisor,” said Rich ard Sardelli, vp and director of marketing at Boston-based Pioneer.

Four 30-second spots show potential investors in everyday scenarios contemplating their financial futures.

In one, a man feeds his fish. “You know what? That’s it. No more. I’m not gonna jump in every time the market seems hot and then get nervous when it cools down,” he says. “I could invest by myself if I wanted to, but the ’90s are over. I need some help. I need a way to make things easier.”

In another, a woman paints a room in her home. “Money. Retirement. Investment. Recession,” she says. “Enough talk. Enough pretending I know what I’m doing when really, I don’t have a clue. I have my kids to think about. Tui tion, retirement—I need some help. I need some advice.”

In all spots, a voiceover says, “For 74 years, Pioneer has offered mutual funds through financial advisors. Trust advice. Trust your advisor.”

The spots are appearing primar ily on CNBC and The Golf Channel; the media buy includes a heavy presence during broadcasts of the Ryder Cup and Senior PGA Tour.

Print is running in The Wall Street Journal and trade publications.