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New Dreyfus Spots Emphasize Strength

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Dreyfus has created its first new national TV campaign in six years, in an effort to highlight its longevity and strength amid allegations of improper trading that have affected other mutual funds, client executives said last week.

Three spots that break March 13 employ lions—part of the New York company's logo for 50 years—to illustrate Dreyfus' ability to seize opportunity. One shows a lion strolling through an empty room as a stock-market ticker tape runs along the bottom of the screen. The lion then pounces on a company symbol. The campaign introduces the tagline, "The strength of investing."

Creative for the campaign was handled by Epiphany Communications in Providence, R.I., while Psynchronous in Woburn, Mass., handled strategy and account management. Sources estimated spending at $10 million.

A lion was used in Dreyfus' last campaign, a 1999 effort by now-defunct Holland Mark tagged "You, your advisor and Dreyfus." Those spots, which have continued to run, will be replaced by the new ones.

Noreen Ross, evp at Dreyfus, a subsidiary of Mellon Financial, said it decided to launch the new work "based on what's been going on in our industry."

"There have been a lot of brands that have been tarnished. It was a way for us to get the brand back out there," she said. The mutual-fund industry has been rocked by accusations of improper trading amid regulatory investigations in the past several years.