Fulcrum Offers Advice

Financial Gurus Begin Ads Close To Home
BOSTON–The Boston Group has crafted a multimedia campaign to introduce Fulcrum Financial Advisors, a company launched earlier this year by New England Financial here.
The newspaper, radio and direct mail effort touts Raleigh, N.C.-based Fulcrum Financial Advisors’ intention to be objective with consumers and not exclusively push products from New England Financial or its parent company, MetLife, said Boston Group managing partner Mary Lou Pritchett.
“The advice your money deserves” is the campaign theme.
One full-page newspaper execution is topped by that slogan and features a cartoon of the “Fulcrum team” sitting around a conference table as well as an image of a leather-bound “Fulcrum Financial Plan.” The company personalizes the latter to suit individual consumer requirements.
“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 telephone number closes the ad.
The six-figure campaign, recently introduced into the Raleigh market, is “open ended.” It will likely be expanded into other territories next year, though no definite plans have been made, Pritchett said.
Boston Group managing partner and co-founder Brendan Kelley served as creative director. Peter Nichols, who joined the agency this summer as associate creative director, wrote the copy. Glenn Berger and Steve Pollack were responsible for art direction under the supervision of Kathy Wooley-Dutton.
The Boston-based agency was tapped for the advertising assignment based on its work for New England Financial’s mutual funds unit, New England Funds, for which it created a print and direct mail campaign using the tagline, “Where the best minds meet.”
Several executions of that series appeared in financial service journals as “French gatefolds,” with magazine covers opening like French doors to reveal the ads beneath.
Fulcrum Financial Advisors provides broad-based monetary planning and consulting services to consumers, offering guidance on everything from investing and taxes to estate planning.