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.

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.