Financial ad campaigns pick up in midst of crisis


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Barclays Global Investors has similarly run ads in response to the financial crisis. “It made a lot of sense to increase our [media] investment in certain brands,” said Gordon Abel, director of media and digital marketing at Barclays Global Investors. One campaign, running in such publications as Barron's, The New York Times and The Wall Street Journal, promotes iShares, a family of exchange traded funds. “We are focusing on the idea of transparency and really looking at how you are diversifying your portfolio,” Abel said. The campaign is aimed at financial advisers and high-net-worth investors. “If you have the means, now is the perfect time to get in front of your target audience with messages that matter most,” Abel said. Some marketers that sell products and services to financial companies are increasing their advertising as well, noting that now more than ever, investment banks and financial institutions need good information and sources they can trust. Sybase Inc., which sells business intelligence and database management software, in the last two weeks has increased its investment in a campaign it introduced earlier this year aimed at the capital markets. The campaign promotes Sybase's risk analytics products. “If ever there was a time for risk analytics, now is the time,” said Mark Wilson, VP-corporate marketing at Sybase. He said that while the number of investment banks in the market is shrinking, the need for good business information is more important than ever. “These companies spend a lot of money on information. Now is the time to reach them,” he said. M
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