Invesco PowerShares plans to launch a national print and television advertising campaign during the first quarter of 2009 that will focus on funds it thinks will lead the economy out of recession. "We believe there may be very specific sectors or industries that lead us out of the economic hole we're in and people will be looking for very specific exposures in the market to try to take advantage of opportunities," said Bruce Bond, ceo. Bond said the ads would highlight offerings that could include technology, natural resources, infrastructure and clean energy--all areas that should benefit from the incoming administration of Barack Obama.
The firm has hired EuroRSCG for the campaign. The ads will appear on CNBC and in print publications such as Financial Advisor. Previous campaigns focused mainly on the benefit of exchange-traded funds and the firm's ETF expertise, rather than on offerings by sector or industry. He would not discuss costs or if there would be a new tag line. Tag lines the firm has used include "Leading the Intelligent ETF Revolution" and "Invest Like Never Before."
PowerShares is developing white papers and other materials for advisors that provide insight on managing portfolio construction, the operation of indexes and ETF trading, which Bond said will complement the firm's advertising efforts.