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New Dreyfus Campaign Plays on Boomers' Dreams

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Citron Haligman Bedecarrƒ Shifts Company’s Focus to Retirement
SAN FRANCISCO-With tax time looming and baby boomers making appointments with their financial planners, Dreyfus has broken a new campaign touting its mutual funds as tools for retirement dream fulfillment.
The campaign was created in light of research by Citron Haligman Bedecarrƒ indicating the target market “finds the word [retirement] a turnoff,” said Neil Saunders, agency planning director.

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