Fidelity Brings Back Peter Lynch

Financial guru Peter Lynch is set to return to the airwaves on behalf of Fidelity Investmets in at least one upcoming spot from Arnold, according to sources.

Boston’s Arnold, the agency recently awarded the client’s mutual funds and retirement services account, has been asked to develop TV executions with Lynch reassuring investors in the wake of the Sept. 11 terrorist attacks and continued turbulance in the financial markets, sources said.

A Fidelity representative said Lynch will continue to be used in “educational” executions linked to specific market conditions, but he would not say if TV ads are in the works. Arnold executives declined comment. The client also works with Gotham, New York, and maintains a large in-house ad department.

Lynch, the company’s vice chairman and its principal pitchman during the late 1990s, surfaced last week in a full-page newspaper ad. Headlined “What’s next? A perspective from Peter Lynch,” the effort included text such as: “If you believe in the strength of the American resolve, hard work and innovation, then take a long-term view and believe in our economic system. I certainly believe.”

Fidelity’s year-old tag line, “See yourself succeeding,” does not appear.

Hill, Holliday, Connors, Cosmopulos, Bos ton, the shop Arnold re placed last month, crafted that newspaper execution, in what was likely its final assignment for Fidelity. Lynch was dropped from Fidelity ads a year ago, but he did return in March for a single print effort designed to quell investor fears as the market downturn began in earnest.