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. The goal of the new ads, according to Fidelity, is to reinforce the company’s position as a leading money manager and ensure consumers are aware of the full range of its offerings.

The “Personally invested” line replaced “See yourself succeeding,” which had been employed by Fidelity on most of its campaigns for the past two years. That positioning had been devised by Hill, Holliday, Connors, Cosmopulos, which last year was succeeded on Fidelity’s mutual funds and retirement business by crosstown shop Arnold. Gotham, New York, also works on the account, as does the client’s large in-house ad department. Fidelity spent more than $100 million on ads last year, per CMR.