The marketing folks at a publicly traded mutual fund giant are trying to educate investors about the firm does things, and to do that they're launching what is reportedly the firm's biggest advertising campaign ever.

Yesterday Sylvia Toense, head of global brand marketing at T. Rowe Price [profile], unveiled The Full Story, a mass media advertising campaign running online, in print, in social media, and in certain local TV markets for now, with national TV to follow next month. T. Rowe hired an agency, J. Walter Thompson New York, to work on the campaign.

T. Rowe isn't disclosing how much the campaign costs, the Baltimore Business Journal reports. The campaign comes after T. Rowe crossed the $1-trillion-AUM threshold earlier this year.

"The new campaign helps us convey the benefits of T. Rowe Price's strategic investing approach, highlighting the strengths of our fundamental, kick-the-tires research process," Toense states. "Our research shows that many investors may not be familiar with the depth of our investment process, which presents us with an opportunity to shed some light on how we are uniquely positioned to deliver value to our clients and help them reach their financial goals." 

Edited by: Neil Anderson, Managing Editor


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