Loomis Sayles Breaks Corporate Print Ads From Donovan Group

Loomis Sayles Funds seeks to earn the respect of consumers by “Listening harder.
Delivering more.”
That’s the tagline for a corporate branding effort created by Donovan Group in Northborough, Mass. About $1.5 million is behind the push, according to agency president Michael Donovan. Print ads are being supported by a Web site, sales presentations and collateral materials.
“[The campaign] captures the heritage and strength of Loomis Sayles Funds and translates it into a multifaced communications strategy that directly reaches our clients,” said Eileen Song, vice president of marketing for the funds division of Loomis, Sayles & Co.
The headline of one print ad asks, “What does it take to earn the respect of the most demanding financial advisors?” Body copy describes how the Boston-based family of no-load funds pays close attention to its clients and the marketplace to deliver products and services that exceed expectations.
The campaign targets financial planners, retirement plan sponsors and administrators...