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Russell takes the ‘high road’ in new campaign

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Russell Investments, a Tacoma, Wash., investment firm, launched the latest phase of its integrated ad campaign this month, with the theme “The high road.”

The newest addition to the campaign, which initially rolled out in November, is a series of 15- and 30-second TV spots that are running on cable networks including CNN, CNBC and Fox Business.

Developed by ad agency Doremus, New York, the campaign features black-and-white images by photographer Alan Ross intended to show how Russell offers its clients core values of honesty, integrity and discipline.

The campaign also includes print, online and direct mail. The budget was undisclosed.

“The creative theme ‘The high road’ is designed to show how we are an investment company driven by doing the right thing for the investor,” said Susan Brown, director of brand at Russell. “We want to communicate that we are a value-driven company, we are growing and we have a breadth of investment capabilities.”

The campaign is aimed at institutional decision-makers, including CEOs, CFOs, treasurers and plan sponsors, as well as financial advisers.

One 30-second spot shows images of nature, including a mountain range, a forest and a sunset, with voice-over provided by actor Campbell Scott (“Dying Young” and “Roger Dodger”) discussing the values of integrity and a relentless focus on doing what is right.

Additional 15-second spots combine images, sound effects and copy to provide more information on Russell’s services and capabilities.

Print and online ads also feature the nature images and the “High road” theme. Print ads are running in publications including Barron’s, Bloomberg Markets, Investment News and Plan Sponsor Online ads are running on sites including Barrons.com, Bloomberg.com and Morningstar.com.

“Particularly in times like these, it is important to communicate to our target audience that we don’t change the way we do business as the market changes,” Brown said. “We are not a trend-driven company. Our underlying investment philosophy stays consistent."

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