You could say the message of Columbia Management's new advertising campaign showcasing its top-performing funds is: When the going gets tough, the tough get going-into well-researched, strategically positioned mutual funds.

The campaign, which debuted March 9, is a switch for Columbia, which in the fall ran ads stressing the depth and breadth of its offerings and its commitment to excellence. This also is Columbia's first major advertising push since Ameriprise Financial acquired it from Bank of America in May 2010 for $1 billion in cash.

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