A.G. Edwards launches marketing initiative

Investment firm A.G. Edwards Inc. is reaching out to investors with a targeted marketing initiative the firm announced Sept. 24. The initiative highlights the firm's tradition, character and client-first philosophy. The effort, which includes a new logo, tagline and a stepped-up advertising presence began running in select markets during September, and additional markets will roll out early next year.

The initiative marks the first time in the history of the St. Louis-based firm that it has pursued an integrated marketing communications program nationwide. Typically, the company has attracted new clients through referrals, direct solicitations and local advertising by individual branches.

The company's new logo is a stylized wing and flame, representing the freedom of the firm's financial consultants to serve the best interests of their clients. The firm's new tagline is "Fully Invested in Our Clients."

"The new tagline and logo symbolize the client-first approach that has served us well for the past 116 years. It's an approach that is not changing," said Robert L. Bagby, chairman, CEO and president of A.G. Edwards, in a news release.

According to Peter M. Miller, executive vice president and director of sales and marketing for the firm, the program will emphasize the firm's client satisfaction and the objectivity of its sales force.