Yaffe Backs Munder’s Future Fund




Latest Spots Bring Some Color to Client’s Black-and-White World
DETROIT–Yaffe & Co. this week launches a campaign for Munder Capital Management that introduces the investment company’s newest product, the Future Technology Fund.
Four 30-second TV spots aimed at investment brokers break nationally on financial and news-oriented programming, including time on CNBC and CNN. Also, a direct mail postcard will be sent to 20,000 brokers and 30,000 investors who have had a past relationship with the Birmingham, Mich.-based investment firm. Total spending is estimated at $5 million.
Yaffe’s new work takes as a starting point its ongoing campaign for Munder’s NetNet Fund, which invests in Internet-related companies, said Michael Morin, Yaffe executive vice president of account services. Three 30-second spots have been airing for nine months, during which time the fund has gone from $500 million to $2.9 billion in investments, he said.
The Future Technology Fund invests in companies involved in forward-looking services, including remote diagnostics for appliances; ATMs that use retinal screening instead of PIN numbers; and satellite-oriented automotive systems that give drivers precise directions and other information, Morin said.
The upcoming ads will bear some similarity to the previous ones, but be different enough to distinguish the Future Technologies Fund as a new product, said Mike McClure, vice president and creative director at the Southfield, Mich., agency. The four Future Technology spots will air concurrently with three new NetNet spots, breaking in November, that highlight that fund’s financial success.
While the NetNet ads are entirely in black and white, the new spots start out that way, but use spot color to highlight the technological advances the fund focuses on, and switch to full color when showing how those advances make a difference in people’s lives, McClure said.
Both campaigns use the line “Who would have thought …” in the explanatory voiceover. The new ads are tagged, “Focused on technology,” while the NetNet spots are tagged, “Focused on the Internet.”