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. World-class investment managers.”
One ad shows a globe and advises, “In today’s borderless economy, it pays to invest with a company as adept at uncovering investment opportunities in Asia as it is in Arkansas.”
Although the budget was not disclosed, Hartrich said spending levels were increased significantly this year. Federated spent around $3 million last year on advertising, according to Competitive Media Reporting.
Edward Boches and Andrew Lewis served as creative directors on the Federated campaign, working with copywriter Ted Jendrysik and art director Mary Rich.