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Mellon Bank fund subsidiary launches institutional Web campaign

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Denver--Mellon Bank subsidiary Founders Funds has rolled out an institutional online marketing campaign. The firm is targeting sites including Morningstar to increase brand awareness among institutional investors, said Laurine Garrity, VP-marketing of institutional arm Founders Asset Management. Results of the campaign are not yet available. Retail-geared online advertising among financial companies has become a marketing staple, but efforts geared toward institutional investors are rare.
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