Financial advice operation The Motley Fool Inc. launch a multimillion-dollar
inaugural advertising campaign using national television, radio, outdoor and
The aim is to increase branding awareness. Spending specifics were not
disclosed, but the company said 50 percent of the budget will go to online.
Designed by The Martin Agency
and The Motley Fool, the campaign positions
Fool.com as a fun, simple and easy to
understand source of information on investing, credit card debt, the
purchase of cars and homes, and other personal finance topics.
“The ads communicate that Fool.com is a solution for people perplexed and
annoyed by all the gibberish in the financial services category,” said
Sheila MacKeigan, marketing chief at the Fool.
“They show the personality of
the service by reflecting our irreverent and fun approach to money and
To date, the growth of the service has been primarily through word of mouth
and publicity through the company’s books, a nationally syndicated radio show
and newspaper column.