Fidelity Investments is prepping a major brand and retail campaign slated to break in two weeks on CBS-owned properties.
Created by Hill, Holliday, Connors, Cosmopulos in Boston, the ads are part of a multimillion-dollar media buy outlined last week by Steve Cone, Fidelity's president of customer marketing and development.
Fidelity will sponsor a CBS Evening News weekly segment titled "American Dream," followed by Hill, Holliday-created ads that include investment wizard and Fidelity board member Peter Lynch as well as customers. The news segments will profile individuals who exemplify this ideal.
CBS-owned cable, local television and radio stations also will carry the Fidelity-sponsored stories. CBS New Media content on CBS.com, CBS.MarketWatch.com and CBS.Sportsline.com will be sponsored by Fidelity, and online programming designed specifically for Fidelity customers will be produced.
Fidelity's deal with CBS, which extends through the year 2000, is said to be worth $50 million.
The Hill, Holliday creative team now working on the spots includes associate creative directors David Gardiner and Joe Berkeley and producer Scott Hainline.
Agency executives would not comment on the upcoming campaign.
Also due up are the first ads from Gotham in New York, which in May was tapped to handle the Boston-based client's online brokerage division.