RPA Shifting American Century

Investment Firm Focusing More on Its Brand Than Its Products
LOS ANGELES–Rubin Postaer and Associates is shifting from a product-oriented focus to more of a branding message for American Century Investments.
A new campaign breaks Wednesday during NBC’s prime-time drama The West Wing and will roll out during CBS’ coverage of the NCAA men’s basketball tournament. Two of three TV spots use simple imagery, an emotional string accompaniment and onscreen words to position the Kansas City, Mo., client’s funds and services as a means of realizing one’s dreams.
In one ad, a house is under construction by the sea. The word “American” appears in white letters, joined one by one by the words “goal,” “drive” and “dream.” The spot closes with the American Century name and tree logo and the words “Investment management.”
A second spot shows a girl running through a university courtyard. This time “American” is joined by “determination,” “enlightenment” and “optimism.”
One new spot specifically promotes the company’s Ultra Fund.
“The overriding objective was to increase awareness of the American Century brand,” said David Smith, creative director at RPA, Santa Monica, Calif. Joe Baratelli was the other creative director for the campaign.
Print ads will run in The Wall Street Journal and in business, travel and consumer publications.
RPA has handled the client’s corporate branding work since 1996. It took over media duties in 1998 and product advertising, formerly at Kansas City’s K&W Advertising, last year.
Total billings are estimated at $30 million annually. K