• by Tanya Gazdik , April 5, 2011

Independent global investment management company Invesco is advocating "intentional investing," the company's philosophy that enables investors to think carefully, plan thoughtfully and act deliberately, free of competing interest or influence.

A new multifaceted campaign focuses on the post-recession investor who is seeking a better way to manage their investment portfolio in the wake of the financial crisis. It includes TV, print and online elements that dramatize the perils of "accidental investing."

The campaign aims to present a "unique message for Invesco that rises above the typical industry chatter," says Andrew Schlossberg, chief U.S. marketing officer at Atlanta-based Invesco. "Our primary targets are retail and retirement advisors and institutional investors," Schlossberg tells Marketing Daily. "Our secondary audience is individual investors. Ads have been specifically tailored for these various audiences according to the publication/outlet in which the message appears."

This is the first campaign from Leo Burnett, Chicago, which gained the business in late fall 2010. It is scheduled to run through the end of 2011.

Included are three TV spots, with both 30-second and 60-second versions. The first broke April 3 during "60 Minutes" and continues to air on networks, including CNBC and Bloomberg TV. The second two will break the week of April 18.

The first spot shows people doing everyday tasks such as walking to work, driving, walking through a parking garage. In the middle of their mundane routines, they "run into" their accidental investments (portrayed as colorful animated bar graphs, pie charts, etc.) which startle them by popping out of nowhere. The spot encourages viewers to "explore Intentional Investing with Invesco."

Print and online ads broke April 4 in publications, including The Wall Street Journal, Barron's, Financial Advisor, Bloomberg Markets and CNNMoney.com. A digital platform (www.invesco.com/ intentional) is dedicated to educating investors about building intentional portfolios.

Previous advertising from Invesco had been minimal, says Bennett Dixon, senior vice president and account director at Leo Burnett. While the target is not a new one for the company, "this campaign employs more sophisticated targeting of each of these groups, which was enabled by both pre-campaign market research and the parallel, strategically led development of the campaign's media plan," Dixon tells Marketing Daily.