Fidelity Investments’ director of advertising Claire Huang will be leaving the company before the end of the year, the Boston Globe reports. This development, combined with the recent appointment of Sanjiv Mirchandani as executive of product marketing, indicates that Fidelity is taking a new marketing and advertising approach.

Fidelity President Rodger Lawson said Fidelity will concentrate on specific funds and other products. “Fidelity has wonderful investment and retirement solutions, and a wide array of products and services for investors,” he said. “We want our communications to highlight these important solutions more directly in the future.”

While Fidelity’s television ads featuring former Beatle Paul McCartney resonated successfully with Baby Boomers, said James Lowell, editor of the newsletter Fidelity Investor, Fidelity has returned to the practice of running print ads emphasizing the performance of Fidelity mutual funds.

Lowell said the firm is likely to give Abigail Johnson, daughter of Fidelity Chairman Edward “Ned” Johnson, more input into sales and marketing.

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.