Pioneer Investment Management reached out to financial adviser clients this week through a new retail advertising campaign urging individual investors to partner with investment professionals. Pioneer relies heavily on financial advisers to sell its wares, unlike The Vanguard Group and other legacy no-load mutual fund companies that deal directly with investors. Through its new campaign, Pioneer has taken steps to build bridges with independent intermediaries who are often courted by numerous mutual fund providers. The campaign's theme "Trust Advice, Trust Your Advisor" sends dual messages trumpeting the value of financial advice to retail investors and welcoming advisers with open arms. In addition, the campaign also serves to strengthen Pioneer's brand name. "Our advertising effort is developed to accomplish two important objectives," said Richard Sardelli, SVP and director of marketing communications. "First we wanted to alert financial advisers about Pioneer's strong lineup of funds and second, we wanted to encourage investors to seek sound investment advice from a professional financial advisor." Pioneer aims to wage the campaign through a series of print and television advertisements touting its most successful mutual funds. Some of the print advertisements will run in trade publications such as Journal Financial Planning, while television commercials and advertisements will appear on The Golf Channel and CNBC, to reach retail investors.
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