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.