The MONY Group said today that it has launched a new marketing campaign aimed at building a stronger brand identity for a myriad mutual fund and financial planning products provided by its subsidiary companies.

The campaign, the company’s first in nearly two years, will included print and television advertisements that tout the company as an effective partner in making tough financial decisions. The spots will portray business and families and will include the tagline: "MONY Matters," the company said. The idea is to portray the company as having a "warm and human approach to the financial anxiety that many people experience," said Mary Taylor, the company’s VP of communications. The campaign is aimed at those 35 and older who earn at least $75,000 each year, the company said.

MONY Group will first run the campaign in New York, Boston and Chicago and then roll it out nationwide early next year. The campaign was created by the New York agency Hanft Byrne Raboy. Print ads are expected to run in Time, Money, Fortune, Entrepreneur, Sports Illustrated and the New York Times. Broadcast spots will likely appear on CNBC, CNN, MSNBC and the Discovery Channel.

MONY Group’s subsidiaries include The Advest Group, Matrix Capital Markets Group, Enterprise Capital Management, MONY Securities Corp., and others. The parent company manages and administrates roughly $55 billion in assets.

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