Y&R SELLS RRSPs FOR AGF
By Adnews Staff
Toronto-based mutual fund company AGF Group of Funds launched a new campaign this week for the 1998 RSP season. The ads, created by Young & Rubicam of Toronto, are designed to appeal to media-savvy fund buyers who have been buried in mutual fund ads for the past few years. The new ads use humor and parody to put a twist on last year's "What are you doing after work" campaign. This year's campaign consists of two 30-second English-language television spots, a series of full-page magazine and newspaper ads, and bus murals in Toronto. Ads will also appear in Quebec daily newspapers and magazines and on backlit billboards in Montreal and Quebec City. The campaign will run year-round on specialty cable channels such as Bravo and Life. Statistics Canada reports that over 5.7 million Canadians made contributions to RRSPs in 1995. "The advertising campaign taps into this market which is beginning to understand the need to take charge of its retirement through proactive planning," says AGF vice-president of marketing, Eric Grove. "This was one of the goals of this campaign."