Security Capital Goes Into Play, Seeks To Promote Mutual Funds

Security Capital Group has retained consulting firm Pile and Co. to help conduct a search for its first advertising agency of record.
The client, which has a controlling interest in $10 billion worth of commercial real estate across the country, is looking for a shop to launch a group of mutual funds, according to Pile and Co. president Skip Pile.
The estimated $3-5 million account includes branding, creative development and media duties, Pile said. The media mix has not been firmed up, but the winning agency will likely be asked to fashion print-based campaigns in favor of broadcast ads, he said.
Initial advertising efforts will seek to establish a brand identity for Security Capital’s mutual funds, a new business venture for the publicly traded firm that last year claimed net income of $106 million on sales of $368 million.
Security Capital presently offers a single fund, but plans are under way for numerous fund...