Despite these difficult times, Putnam Investments is the fourth largest fund company in terms of assets under management. The firm continues to market aggressively, particularly to advisors, in an effort to win new assets, according to Gordon Forrester, director of marketing for Putnam Retail Management. Putnam's approach is in sharp contrast to many smaller fund companies (See Small Firms page 2).

"We're always aggressive from a marketing standpoint, irrespective of what the market environment is," said Forrester.

Subscribe Now

Access to premium content including in-depth coverage of mutual funds, hedge funds, 401(K)s, 529 plans, and more.

3-Week Free Trial

Insight and analysis into the management, marketing, operations and technology of the asset management industry.