Dreyfus enters lion's den in silent ads

Article Abstract:

Mellon Bank's Dreyfus unit is set to launch a TV-ad campaign this week to promote its mutual funds. Unlike most mutual fund ads which extoll funds' performance or promote brand awareness, these ads, created by Holland Mark Edmund Ingalls of Boston, have no voice-over, and instead feature only Dreyfus's signature lions in the African bush, with accompanying text. Allen Adamson, director at the New York office of Landor Associates, a brand-consulting company, notes that it is unusual for a financial firm to advertise without specifying its product or type of services, and as such, shows a certain confidence on the part of Dreyfus. The lion has been Dreyfus's symbol for over 40 years, and has figured prominently in past TV ads for Dreyfus. Stephen Burke, executive vice president for marketing for Dreyfus, says the ads aim to convey the qualities inherent to the lion and Dreyfus. Creative director Robert Minihan of Holland Mark Edmund Ingalls says the nonspeaking ads were inspired by a recent Mercedes ad campaign. The TV ads run from today through mid-November, and the print campaign will go through December.

Open-End Investment Funds, Investment advice, Investment Advisory Services, Management investment, open-end, Mutual Funds (Open End), Financial services industry, Financial services, Mutual funds, Investment advisers, Mutual fund industry, Open end mutual funds, Holland Mark Edmund Ingalls, Dreyfus Corp., DRY

---

Ikea sees quirkiness as selling point in U.K

Article Abstract:

Furniture firm Ikea has resorted to off-beat ads in the United Kingdom. St. Luke's is Ikea's ad agency in Britain. The unconventional ads include one in which Ikea workers are forced to smell a colleague's armpit. St. Luke's insists that this is the way to persuade customers that Ikea's concept is one that works in spite of what may seem like drawbacks.

United Kingdom, Denmark, All Other Home Furnishings Stores, Misc. homefurnishings stores, Home Furnishings Stores NEC, Retail industry, Retail trade, Home furnishings industry, St. Luke's Communications Ltd., Home furnishings stores, Ikea A/S

---

IRS campaign stresses warm, cuddly side

Article Abstract:

The Internal Revenue Service is launching an ad campaign touting its customer service and friendly side. Radio ads featuring a talking tax-form with a cute voice will promote electronic tax-filing. The spots were created by New York ad agency Emmerling Post.

Campaigns, United States. Internal Revenue Service, Emmerling Post Advertising Inc.

Similar abstracts:

• Abstracts: Real estate investment trust. Real estates investment trust
• Abstracts: Real estate investment trust. Real estate investment trust industry
• Abstracts: Does money matter?: Wealth attainment as the motive for initiating growth-oriented technology ventures. A tale of passion: new insights into entrepreneurship from parenthood metaphor
• Abstracts: SBC posts gain in 1st-period net, but slashes earnings projections. SBC has paid big penalties for service to rivals
• Abstracts: Office equipment & supplies industry. Office equipment and supplies industry

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.