Mellon Financial Corp. launched an aggressive advertising campaign last week to highlight its new emphasis on asset management as a result of nearly a decade of restructuring, according to executives of the Pittsburgh-based financial services firm. Over the past 10 years, Mellon has divested itself of a banking division while concentrating more on asset management by acquiring such companies, according to executives of the firm.

The message of the new campaign, dubbed "Measurable Difference," stems from the mid-1990s when the firm gradually began ramping up its asset management business. Mellon's most significant asset management acquisition was Dreyfus, in 1994, but it also bought Boston Co., Founders Asset Management of Denver and Newton Investment Management of London.

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