Fidelity’s Image Gets Face-Lift

Fidelity Investments is preparing to break its first corporate image campaign created by Hill, Holliday, Connors, Cosmopulos.
The effort was described in various press reports last week as “putting a human face” on the mutual funds giant.
The shop spent $2 million on production and hired music video director Peggy Sirota for a series of TV spots designed to give the mutual funds company a more contemporary image that will appeal to investors of all ages, sources said [Adweek, July 28].
Fidelity executives could not be reached last week. An official from the Boston agency declined comment.
Hill, Holliday became Fidelity’s lead agency earlier this year when Houston Herstek Favat, also in Boston, lost the business. The national broadcast account was said to be worth $50-60 million at that time.
Houston Herstek’s 1996 image campaign for Fidelity was initially well received, but Fidelity fired the agency anyway.
Most observers agreed that Houston Herstek’s effort, while memorable, failed to establish a strong brand image for Fidelity. One Houston Herstek spot was never aired because the client wanted a softer approach, said Houston Herstek creative director Pete Favat.
Hill, Holliday’s advertising for Fidelity has included a quartet of 15-second spots that used family images in the evocative style of the agency’s recent award-winning work for John Hancock Financial Services.