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Straightlaced Company Airs Funny Ads

How do you get the C-suite at a mutural funds company, traditionally focused "on straightforward search and online display," to agree to use runny ads? By first getting the business in line profit-wise, and then tracking the results of said funny ads very carefully to show that they worked, Vanguard's head of retail advertising and prospect marketing, Michael Ma, told Ad Age.

The company's run of ads bringing the funny included a horror-movie spoof that aired in cinemas."This was a big deal for us," Ma said. "I remember thinking this was a terrible idea. I'm so fired."

Read the whole story at Advertising Age »

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