To support its separately managed account business, Phoenix Cos. has been running a print campaign, "Money, it's Just Not What it Used to Be," for the past four years to convey the idea that the old perception of money has changed. Just last month, the Financial Communications Society awarded the campaign a gold award for corporate image.
Running in business and lifestyle publications, the ads aim to identify with the various types of people that now make up the mass affluent. "With the overall concept, you want the target to hold a mirror to themselves and see Phoenix. You want them to see themselves in the brand, and we believe we have a very distinctive look," said Frank Sampogna, operating chief of Cossette Post, the advertising company in charge of the initiative.