So what does a quartet of space ships beaming up a cow and an exploding airbag have to do with investment management?
F-Squared Investments is hoping advisors will see through its latest print ads to get to the heart of the message: Investors need downside protection in down markets.
“The ads alert people that downside protection is designed to help protect investors in bad markets,” Howard Present, chief executive officer of F-Squared told Money Management Executive.
“Investors are tired of losing money and they’re starting to avoid the markets altogether. But we’re trying to alert them that there are solutions that allow investors to be in the market and yet we can still help deliver results that the client can live with.”
F-Squared employed Boston-based Mechanica, which does not have any experience in the investment management industry, to help the firm with its first print ads, which are set to run in trade publications including MME’s sister pub, Financial Planning, according to Present.
The firm currently manages some $10 billion across its product line, including some $4.5 billion in subadvised mutual funds.