An Investment in Mullen

Shop Unveils Federated’s First Consumer Ads
BOSTON–Claiming that audiences should “Know Federated,” Mullen has unveiled a national print campaign for the Pittsburgh-based investment management firm.
The effort marks the first time the client has advertised to the general public, said Jim Hartrich, senior vice president and group account director at Mullen.
“It’s become more and more important to have a brand presence to succeed in the consolidated financial marketplace,” Hartrich said. “For this campaign, [Federated] decided to make more people aware of the brand.”
The effort–which broke recently in Money, Forbes, American Banker and The Wall Street Journal–consists of three executions, each with the headline, “You should know Federated,” and the new tagline, “Federated.