• by Tanya Gazdik , January 25, 2010

Ameriprise Financial is breaking a new campaign that promises its advisors are "More Within Reach." Developed in conjunction with R/GA, the campaign puts the advisor-client relationship in the forefront. Instead of casting actors, the financial planning company invited some of the firm's more than 10,000 financial advisors to appear in new broadcast, online and print ads.

TV breaks Jan. 26 during prime-time programs like "NCIS," "Grey's Anatomy," "Numb3rs" and "Extreme Home Makeover." The spot will also run during the Grammy Awards (Jan. 31) and the season premiere of "Lost" (Feb. 2). Spots can also be viewed on the company's YouTube channel.

Creative includes the advisors sharing what it means to help clients plan for their dreams, while other elements underscore the importance of personal relationships and a personalized financial plan. The economic environment of the last 18 months has changed the way many people think about their finances, but they still have dreams for themselves and their families, says Kim Sharan, chief marketing officer and president of financial planning, retirement and wealth strategies at Minneapolis-based Ameriprise Financial.

"Building awareness and engaging with consumers remain the primary goals of our advertising," Sharan tells Marketing Daily. "However, 'More Within Reach' is more than a tagline -- it is a philosophy, a statement about what makes our company and our advisors different."

The campaign highlights how financial advisors play an important role in helping clients plan for life's milestones.

"Now more than ever, consumers want to work with companies that are transparent and willing to engage with them on a personal level," Sharan says. "We believe our advisors are the authentic face of Ameriprise Financial and their presence in our ads reinforces the emotional connection they share with their clients."

Onine ads broke Jan 25 on SmartMoney.com and will also appear at CNNMoney.com The integrated campaign will also include print advertisements in major consumer and business publications including Fortune and Time.

The company ran limited print last year focused on helping people make sense of the market conditions. A 2007-08 campaign featuring Dennis Hopper focused on compelling consumers to take action.