Loomis Sayles Funds seeks to earn the respect of consumers by "Listening harder.
That's the tagline for a corporate branding effort created by Donovan Group in Northborough, Mass. About $1.5 million is behind the push, according to agency president Michael Donovan. Print ads are being supported by a Web site, sales presentations and collateral materials.
"[The campaign] captures the heritage and strength of Loomis Sayles Funds and translates it into a multifaced communications strategy that directly reaches our clients," said Eileen Song, vice president of marketing for the funds division of Loomis, Sayles & Co.
The headline of one print ad asks, "What does it take to earn the respect of the most demanding financial advisors?" Body copy describes how the Boston-based family of no-load funds pays close attention to its clients and the marketplace to deliver products and services that exceed expectations.
The campaign targets financial planners, retirement plan sponsors and administrators and is currently running in various business publications, Donovan said.