In 1979, best-selling author and money manager Ken Fisher launched his investment advisory firm to serve high net worth clients. He built his client base using offer-driven direct marketing. It worked for a while, though it did not articulate the company’s value position.

In 2014, IPNY tested a more cohesive advertising approach, based on the discovery that most people feel they’re not getting objective advice, but are being “sold” by their investment advisor.

The work became a well-known DRTV campaign that’s run for 12 years and built a fascinating brand spokesman around Ken Fisher. Frankly, we could not have invented a better character. Ken has the authority of a self-made billionaire, with the iconoclastic wit that makes customers feel they are getting a no-BS approach to retiring well.