Holland Mark Makes Dreyfus Roar

First Ads Use Company Icon as Metaphor for ‘Investing Prowess’
BOSTON–The rules of the jungle apply in Holland Mark Edmund Ingalls’ first work for Dreyfus Corp.
Television and print executions touting the client’s mutual fund offerings began rolling out nationwide last week. Ads feature the Dreyfus lion icon and the newly devised “Lion Rules” of investing, which include “You don’t have to go it alone” and “When you move, move confidently.”
Shot on location this summer at a wildlife sanctuary in Kenya, the ads show lions stalking their prey and seek to create a link between the big cats’ hunting instincts and the investing prowess offered by Dreyfus, said Holland Mark chief creative officer Bob Minihan.
Director Nicholas Brandt shot the spots using an infrared technique so they would “not look like [promotions for] the Discovery Channel,” Minihan said.
Ads close with the new line: “You, your advisor, and Dreyfus.”
The company’s last ads were created four years ago by Citron Haligman Bedecarrƒ, San Francisco. The new work is designed to “re-energize the brand, get it back on the radar,” Minihan said.
New York-based Dreyfus, a unit of Mellon Bank, manages about $120 billion in mutual funds. The market leader, Fidelity Investments, claims $783 billion in mutual funds.
Dreyfus’ ad spending is estimated at $10 million. DeWitt Media in New York is handling the buy.
TV ads are appearing on primetime shows including Monday Night Football, The Practice, The Today Show, ER and cable channels including CNN, MSNBC, ESPN, A&E and Bloomberg. Print executions will appear in The Wall Street Journal, BusinessWeek, Golf Digest, Smart Money, Forbes, Fortune, Money, Vanity Fair and elsewhere.
The ads will run for the next few months and reappear next year, along with fresh executions touting new “Lion Rules,” said Minihan, who served as copywriter on the campaign, teaming with art directors Becky Hickey and Andrea Gavin.
Holland Mark in June was tapped for creative chores following a review in which the Boston agency beat out New York’s Berlin Cameron & Associates. Holland Mark replaced Grace & Rothschild, also New York.
Dreyfus unexpectedly split with G&R shortly after selecting the shop and before any work was produced [Adweek, May 3].