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Vanguard Thinks Online With Targeted Ads


By Matt Ackermann, American Banker

March 22, 2010

Vanguard Group plans to spend more on advertising this year as it increases its spending on targeted marketing online. Last Monday, Vanguard announced a multi-channel advertising campaign that encourages investors to "Stop just investing and start Vanguarding." Sean Hagerty, a principal at Vanguard and its head of retail marketing and communications, said that ads will run in financial publications, mainstream newspapers and online. "This is not that different than places we have run ads in the past, but we have put a heavier emphasis in online," he said. "More than half of our ads will run online."

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