James Speros, Fidelity's chief marketing officer, granted an interview with The Boston Globe's Ross Kerber in which he discussed the Behemoth's recently launched ad campaign and tagline, including the green line that appears in the ads.

"You'll see that line in the TV spots, in print, everything we do," said Speros, who joined Fidelity last year from Marsh & McLennan. "That's the core positioning, the notion of being a guide and navigator."

Fidelity created the ads with Boston ad agency Arnold Worldwide. The fund giant also debuted a new tagline, "Turn Here."

As for the campaign coming out amid the market downturn, he said: "If you look at any of the historical research that's been done around periods of recession or depression, those companies that market themselves strongly during those periods typically come out even stronger than their competitors. So we never thought about taking our foot off the pedal because as other companies weaken, Fidelity is in a very good competitive position right now." 

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