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.