Ruth Papazian, the architect of a new branding campaign for Evergreen Funds, would argue that image is not everything.

In creating several ads for the Charlotte, N.C.-based firm's first-ever television commercials, Papazian, senior vice president and director of marketing for Evergreen, said that if Evergreen runs a 45-second "image" spot, or one that emphasizes style over substance, there has to be a 15-second performance spot accompanying it.

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