More details have emerged on Fidelity's new marketing campaign. The Boston Behemoth has a new slogan, "Turn here," and a series of commercials directed by Hollywood's James Mangold (Girl, Interrupted, Walk the Line and the remake of 3:10 to Yuma), AdWeek's Eleftheria Parpis reports.

The slogan succeeds Fidelity's prior "Smart move" slogan and campaign.

As The MFWire reported last week, Boston ad agency Arnold Worldwide helped create the new campaign. Fidelity's president of personal investing, Kathy Murphy, unveiled the campaign last week as part of Fidelity's Guide to Personal Savings program (see MFWire, 3/10/2009).

According to data AdWeek cites from Nielsen Monitor-Plus, Fidelity spent $200 million on ads in 2008 and $266 million in 2007. 

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