Boston Group’s Fulcrum Intro Stresses Team

The Boston Group has crafted a multimedia campaign introducing Fulcrum Financial Advisors, a company launched earlier this year by New England Financial in Boston.
The newspaper, radio and direct mail effort touts Raleigh, N.C.-based Fulcrum’s intention to offer a wide range of financial solutions to consumers and not exclusively push products from New England Financial or its parent company, MetLife, according to Boston Group managing partner Mary Lou Pritchett. The theme: “The advice your money deserves.”
One full-page newspaper execution is topped by that slogan and features a cartoon of the “Fulcrum team” sitting around a conference table. A leather-bound Fulcrum Financial Plan is also shown.
“Never before have the financial choices facing you been more complicated, the problems more interrelated, the number of product choices so overwhelming and your time so limited,” the copy begins. “To expect that a single advisor has the breadth of expertise to provide all the answers could be unwise. At Fulcrum, we believe wealth is money with a plan. . . . The power of Fulcrum is the power of team planning.” A toll-free information number closes the execution.
The six-figure campaign, recently introduced into the Raleigh market, is “open ended” and will likely be expanded into other markets next year, though no definite plans have been made, Pritchett said.
Boston Group managing partner and co-founder Brendan Kelley served as creative director on the campaign. Peter Nichols, who joined the agency this summer as associate creative director, wrote the copy. Glenn Berger and Steve Pollack handled art direction under the supervision of Kathy Wooley-Dutton.