Fidelity Unveils Arnold's "Personally Invested"

BOSTON — Fidelity Investments has begun rolling out a national multimedia campaign tagged “Personally invested”; the work is the first major effort for the financial services giant from Havas’ Arnold, Boston.

The “Personally invested” positioning surfaced earlier this month [Adweek, April 22], and the campaign began breaking this week in TV, newspaper and magazine executions.

The work features real people, not actors, in scenarios designed to show them equally engaged in their personal and financial lives. Ads showcase Fidelity’s money management, retirement services and college savings plans.