Eagle Asset Management is running its first advertising and branding campaign, “Keeping Our Word,” with online and print promotions.

The campaign uses three made-up words that combine two others: “perfonomy” (performance and autonomy), “convigrity” (conviction and integrity) and “experiocus” (experience and focus).

Eagle said it was launching the campaign at a time when investment intermediaries are looking for new options.

“The ads reinforce the relevance of Eagle’s capabilities and long-held core values in a fresh way,” said Cooper Abbott, executive vice president of investments and co-chief operating officer. “Credibility and transparency should be at the top of the due diligence list for financial advisers, consultants and institutions. Our investment teams focus on securing top-tier results in their respective styles, rather than attempting to chase trends or peers. We have earned a solid reputation behind the numbers by doing what we say we will do.”

Richard Rossi, president and co-COO, added: “As a firm, we continue to embrace fundamental, bottom-up investing. It is how we use this information, our own vetting process for identifying risk/reward potential in holdings candidates, which sets Eagle and its investment teams apart.”

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