With two new commercials, Vanguard has launched the first television ad campaign in its 44-year history, writes Jeff Blumenthal for the Philadelphia Business Journal.

The Malvern-based investment giant is expanding its advertising to better reach cost-conscious investors as it battles competitors in an intense pricing war.

According to Vanguard Chief Marketing Officer Colin Kelton, there was no specific reason why the company had avoided television campaigns since it was founded by Jack Bogle in 1975.

“We had a huge presence in Jack Bogle, who was really our best marketer,” said Kelton. “But now, it’s a crowded marketplace where we are competing against companies that are now doing things that we have always been doing.”

The goal of the new campaign is to make sure people understand there are some significant distinctions between Vanguard and other investment companies.

“For example, we are client-owned,” he said.

The campaign began in September and will run at least through the end of the year. Both 30-second spots are designed to show the diversity of the company’s 30 million investors, who according to Vanguard are changing the way the world invests.

Read more about Vanguard in the Philadelphia Business Journal here.

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