CGN Takes Lead With Liberty

Boston Marketers to Invigorate Brand
BOSTON–CGN Marketing & Creative Services has won an estimated $4-5 million branding assignment from Liberty Funds Distributor of Boston.
The client represents the Liberty Funds Group, which sells mutual funds from several sources, including Colonial Management Associates and Stein Roe & Farnham.
Those companies, which previously worked with ad agencies on a project basis, are all members of the Liberty Financial Cos., which manages $62.7 billion in assets for more than 1.7 million investors.
CGN, Boston, has handled projects for the parent company for several years.
In August, the Liberty Funds Group decided to centralize its marketing, and Phil Fragasso was named managing director of Liberty Funds Distributor. Fragasso, previously senior vice president of marketing at Sun Life Assurance Co. of Canada in Wellesley, Mass., considered at least four shops for the consolidated account. He declined to identify them.
CGN won the account because it has “a really strong combination of strategic skills, advertising and e-commerce development,” Fragasso said.
Because Liberty advertising was decentralized, “we have not had a really strong brand in the marketplace,” Fragasso said.
CGN aims to change that with a branding campaign set to launch by May 1.
The shop is responsible for creative work, media buying and the redesign of the Liberty Fund Group’s Web sites.