When Richard Khaleel joined Alliance Capital Management of New York as head of marketing in 1996, he set to work further distancing the company from the use of standard investment company advertising images.

The company, in 1995, had already moved away from ads such as that of an elderly, retired couple, walking along a beach or otherwise enjoying the good life, thanking their broker for making it all possible. Alliance had begun adding humorous touches and Khaleel advanced the process with the introduction of parodies of traditional advertising.

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