Key's National Ad Campaign Touting Money Management

By Talley, Karen | American Banker, December 20, 1999 | Go to article overview

Key's National Ad Campaign Touting Money Management


Talley, Karen, American Banker


KeyCorp has launched a national advertising campaign to play up its abilities as a money manager.

The Cleveland banking company is touting the $20 billion Victory Funds to retail investors with advertisements appearing this month in USA Today and other major dailies. Ads targeting institutional investors are running in The Wall Street Journal this month and will run in Institutional Investor magazine and other periodicals catering to institutional money managers next year.

The campaign comes as KeyCorp embarks on a recently announced restructuring to lower costs across all business lines. Executives involved in the advertising push say their budgets have not been impacted, although spending for a second leg of the print campaign is still being worked out. They declined to say how much the bank is spending on the campaign. However Louis Harvey, president of Dalbar Inc. in Boston, who tracks fund marketing trends, estimated that KeyCorp is shelling out at least $250,000.

That expenditure is quite small compared with some of KeyCorp's bigger competitors. Fleet Boston Corp. of Boston and First Union Corp. of Charlotte, N.C., have spent several million dollars in recent years to reach a national audience through print and television advertising. …

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