SHELTON, Conn. - American Skandia late last month unveiled a new marketing and advertising campaign targeting investment professionals to reflect a new company-wide focus on helping them meet customer needs rather than promoting individual product lines. The tagline for the new campaign is "Get ahead. We're behind you."

The firm celebrated its new approach and the relaunch of its Web site at its headquarters here on July 24 by treating employees, dressed in denim and company T-shirts, to a live band and free ice cream. Skandia declined to reveal the budget for its new campaign, although industry insiders believe it is in the seven figures.

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