Arnold to Break First Fidelity Work

BOSTON–Fidelity Investments next month will bow its first major campaign from Arnold, designed to tout the company’s mutual funds, retirement services and overall image in the marketplace, sources said.

The general positioning, “Personally invested,” was developed by Boston’s Arnold, and will mainly drive efforts crafted by that agency, though with 3-4 weeks until the work appears there is still some tweaking to be done, sources said. Fidelity spends in excess of $100 million annually on ads.

The campaign, which includes a national TV salvo, is intended to show how Fidelity makes a personal investment in advising customers on financial matters, much as consumers invest for a variety of personal reasons, sources said. Fidelity for two years has employed a cinema verite-style campaign created by Hill, Holliday, Connors, Cosmopulos, Boston, tagged “See yourself succeeding.” That line is believed by some senior Fidelity executives to have strong recognition, and may continue to be used across some Fidelity marketing platforms, sources said.

A Fidelity representative declined to discuss the upcoming campaign, citing “competitive reasons.” An Arnold representative declined comment.

Havas-owned Arnold supplanted Interpublic Group’s Hill, Holliday on Fidelity’s roster last summer, owing to looming conflicts posed by Hill, Holliday client FleetBoston Financial. IPG’s Gotham, New York, works on Fidelity’s online brokerage account, and the company also maintains a large in-house advertising department.

The new Arnold-driven work is among several recent changes in Fidelity’s marketing arena. Last week, the company’s top marketer, Gail McGovern, president of Fidelity’s mutual funds and brokerage units, announced she will leave next month to take a teaching post at Harvard Business School. [Adweek Online, April 11]. Her boss, Kevin Kelly, president of Fidelity Brokerage Co., is taking on most of her duties. One of McGovern’s top lieutenants, Beth Pasciucco, senior vp, marketing, left the company about a month ago.