SOURCE: Edward Jones

October 15, 2009 08:00 ET

Edward Jones Appeals to Anxious Investors in Uncertain Times

Touts Timely "Face Time, Think Time" Philosophy in New Campaign

ST. LOUIS, MO--(Marketwire - October 15, 2009) - Financial-services firm Edward Jones today begins promoting its legendary commitment to face-to-face relationships and long-term investment strategies in a new advertising campaign.

The national campaign -- the firm's largest since 2006 -- is targeted to anxious investors whose priorities have shifted due to the events of the past year and now desire dedicated attention from a financial advisor for the long term. Cramer-Krasselt/Chicago developed the campaign and handled media buying and planning.

"In light of recent events, people remain skeptical of which strategies to pursue and with which firms to work. In this environment, Edward Jones' longtime approach to investing could almost be considered 'radical' -- one based on personal attention and thoughtful consideration," said Brad Iversen, principal/chief marketing officer, Edward Jones. "As other financial-service firms try to adjust their marketing messages accordingly, we're reminding people that this is how we've done business for 87 years."

Recognizing the renewed appeal of its core founding philosophies -- made possible via the firm's unique local branch office model -- the campaign seeks to connect Edward Jones with the growing pool of new and existing like-minded investors looking for a more personal and transparent way to invest. Television, print and online ads convey Edward Jones' dual mission of both face time and think time, with the invitation to "join us," if for example, "you buy the renegade idea that investing should be done face-to-face, not just inbox-to-inbox"; "if you believe that your relationship with your investments shouldn't be long distance"; or "if you endorse the radical theory that investors should spend less time playing the market, and more time understanding it."

"Face time and think time aren't just 'marketing speak' or a timely selling proposition, it's the way Edward Jones was built as well as exactly what consumers are craving right now," said Karen Seamen, EVP/general manager, Cramer-Krasselt/Chicago. "Scrutiny and skepticism continue to run high in this category due to the events of the past year, so we're sharing these philosophies at a time when people are particularly receptive to what Edward Jones has to offer."

Three 30-second ads will begin Oct. 15 on networks including CNN/Headline News, MSNBC, ESPN, CBC Newsworld, BNN and Food Network. Online ads will also begin appearing Oct. 15 on Morningstar.com, Forbes.com and NYTimes.com. Print will appear in national newspapers as well as October issues of Businessweek and Money.

About Edward Jones

Edward Jones provides financial services for individual investors in the United States and, through its affiliates, in Canada and the United Kingdom. Every aspect of the firm's business, from the types of investment options offered to the location of branch offices, is designed to cater to individual investors in the communities in which they live and work. The firm's 12,000-plus financial advisors work directly with nearly 7 million clients to understand their personal goals -- from college savings to retirement -- and create long-term investment strategies that emphasize a well-balanced portfolio and a buy-and-hold strategy. Edward Jones embraces the importance of building long-term, face-to-face relationships with clients, helping them to understand and make sense of the investment options available today. Edward Jones is headquartered in St. Louis. The Edward Jones interactive Web site is located at www.edwardjones.com.

About Cramer-Krasselt

Rapidly growing Cramer-Krasselt is the third-largest independent marketing and communications agency in the U.S., with billings nearing $1 billion. An Advertising Age "Agency to Watch" two years running, C-K has grown by nearly 50 percent since 2006. C-K is frequently recognized for its insight-driven creativity -- spanning advertising, direct, interactive, promotions and public relations -- that helps clients change the conversation within their category. Headquartered in Chicago with offices in New York, Milwaukee and Phoenix, it represents major brands across virtually every industry, including: AirTran Airways, Benjamin Moore, Bissell, BRP (including Ski-Doo and Sea-Doo brands), Burlington Coat Factory, CareFirst BlueCross BlueShield, Corona Extra, Edward Jones, H. J. Heinz Co., Levitra, Porsche Cars North America, Sealy, Rayovac and TransUnion's TrueCredit.com. For more information, visit Cramer-Krasselt at www.c-k.com.

Contact Information

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    Edward Jones
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