Strategy - Agency of the Year - Bronze: Young & Rubicam: AGF Mutual Funds

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AGF Management

Nobody really likes mutual fund commercials, which tend to be corporate, smarmy and self-satisfied. What people are interested in is their retirement - in leading the good life. That led us to our theme "What are you doing after work?" For 1999, the thought was "Eventually everyone retires." Santa Claus, Spiderman and Gumby & Pokey are shown as new retirees, enjoying their golden moment in the sun. These cultural icons help differentiate AGF from other fund companies and allow us to convey idyllic retirement settings, which capture the dreams of the audience.

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