Financial services provider Barclays Global Investors has awarded its U.S. iShares ad account to the San Francisco offices of McCann Erickson and MRM Worldwide.

Effective November 1, the McCann Worldgroup agencies will be tasked with developing a fully integrated campaign designed to raise awareness, understanding and use of its exchange-traded funds, or iShares, among financial advisors and institutional investors.

"iShares was seeking a fully integrated agency with a strong San Francisco team that could deliver a bold new approach that will fuel future growth," said Kevin Feldman, head of iShares Marketing.

The account was awarded following a competitive review, managed by Boston-based Pile and Company.

McCann Erickson plans to create ad elements including television, print, radio and interactive work, while MRM Worldwide has been tasked with the creation of relationship marketing strategies and tactics using email, direct mail, digital strategy and data analytics.

"This is a pivotal time for the financial services category." Robert LePlae, president of McCann Erickson North America, said to place the assignment into a broader context.

As an asset manager and provider of investment management products and services, BGI has more than 2,900 institutional clients and $1.7 trillion of assets under management.

iShares is comprised of over 380 funds globally across equities, fixed income and commodities, which trade on 16 exchanges worldwide. The iShares customer base consists of the institutional segment of pension plans and fund managers, as well as the retail segment of financial advisors and high-net-worth individuals.

The integrated advertising, Web and relationship marketing campaign is expected to launch early in 2010. Mediaedge:cia handles the media assignment. --Gavin O'Malley

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