CGN Lands Phoenix Investments | Adweek CGN Lands Phoenix Investments | Adweek
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CGN Lands Phoenix Investments

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CGN Marketing & Creative Services has picked up marketing chores for Phoenix Investment Partners.

Spending by the Hartford, Conn.-based client through CGN will initially be in the mid-six-figures.

CGN's first order of business for Phoenix will be to conduct research with executives, brokerage firms and industry experts on potential ways for the 73-year-old client to reach its customer base. After the initial work is completed, CGN expects a "more significant brand campaign initiative" that will likely include direct mail, sales pieces and other collateral, according to Lisa Badeau, senior vice president at CGN.

"Once we do the branding platform, we will produce the brand so [Phoenix's] audience can get a feel for who they are through a 'brand video' and books," Badeau said.

Previous Phoenix efforts were handled in-house on an as-needed basis, according to Badeau.

"We hired CGN because of [its] financial services expertise, invest-ment management category expertise and ability to build smart brand that drive business," said Phoenix senior vice president Bill Rice.

Other CGN clients include Fidelity Investments, for which it created interactive work, and Eastern Bank, for which it recently unveiled a print, TV and radio campaign tagged, "It's your money. It's your bank." CGN, a unit of Burlington, Mass., direct marketing company Epsilon, is coming off a strong year. Billings in 2000 improved nearly 40 percent to $72 million while revenue increased almost 30 percent to $9.4 million.