Ivy Funds has launched a new branding campaign, with the tagline “The World Covered,” emphasizing its distinct and disciplined investment process, specific investment themes, global perspective, product breadth and nearly 75-year heritage.

“We are looking forward to further broadening the Ivy Funds brand and bringing a consistent assertion of the fund family’s unique value proposition,” said Thomas W. Butch, president and chief executive officer of Ivy Funds Distributor. “In a competitive marketplace with little brand differentiation, this initiative shows Ivy’s commitment to grow its position as an important, focused, successful industry participant.”

Recent research found that advisers and investors view Ivy Funds positively, using such words to describe the fund family as “innovative,” “consistent,” “sophisticated” and “trustworthy.” However, the research also found that some advisers and many investors were not entirely familiar with the fund company and the breadth of its lineup.

The campaign makes use of documentary videos, online advertising, the social media websites Facebook and YouTube, print advertising with “quick response” codes that link to the videos, and a microsite at ivyfunds.com/theworldcovered featuring commentary and investment theme materials.

Besides the new tagline, “The World Covered,” Ivy Funds has developed new graphics.

The campaign kicked off Monday with advertisements in Barron’s and a brochure insert in InvestmentNews.

The campaign showcases Ivy Funds’ team approach, aimed at developing a better investment perspective and decision making. The documentary showcases how Ivy conducts fundamental research to deliver market insight, as well as its professionals’ time in the field around the world. Ivy Funds’ portfolio managers, analysts and economists talk about their commitment to investors and how they understand that when an adviser recommends one of their funds to their customer, they are putting their trust in the Ivy name.

Ivy Funds has also developed videos that wholesalers can show advisers in which the firm’s portfolio managers talk about broad investment themes and global trends driving their investment decisions. Called “The Infinite Loop,” the presentation describes areas of growth and change around the world, including global rebalancing, raw materials and resources, innovation and transformation and great American companies.

The campaign also points out that Barron’s named Ivy Funds the No. 1 mutual fund family over the past five years in its annual ranking of the top 53 fund families. Ivy Funds also ranked among the top 10 fund families of 2010 (No. 9) and over the 10-year period (No. 5) ended Dec. 31, 2010.

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.