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Morningstar Names PR Firm for National Campaign

Investment information and services firm Morningstar Inc. selected Schwartz Public Relations Associates Inc. to create a national campaign for its Morningstar.com site.

Billings were not disclosed.

A recent $91 million cash infusion from Tokyo-based Softbank is helping Morningstar pursue a more aggressive marketing strategy.

"Public relations will bring another dimension to our overall expanded and enhanced marketing effort," said Stephanie Kerch, director of public relations for Morningstar. "Efforts will be focused on a multifaceted program to bring attention and traffic to Morningstar.com. The Schwartz team uniquely understood our needs and how to create the excitement and awareness for our Morningstar.com interactive investment site."

In July, Morningstar announced the appointment of Rubin Postear/Chicago as its advertising agency; Quantum Leap for online marketing programs, including creative and media; and Western Initiative Media/Chicago for traditional media planning and buying. for the firm.

The new PR program will round out a $15 million to $20 million advertising campaign that is to include television, radio, newspaper, magazine, and outdoor advertising, in addition to online and direct marketing.

The newly designed Morningstar.com site, previously called Morningstar.Net, offers individual investors information, advice, and commentary on stocks, mutual funds and variable annuities.