A glitzy multimedia component is part of a new ad campaign that load shop Pioneer Investment Management of Boston, Mass., has just unveiled. The thrust of the campaign, whose heading could simply be called "Trust," is to encourage investors whose nerves have been frayed by corporate scandals and rocky markets to turn to trusted financial advisers.

The campaign, which will include Web, television, print and video media, debuted with a Sept. 10 ad in The Wall Street Journal.

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