John Hancock Funds, which plans to launch a total of 10 GMO Funds--some adopted, some newly opened--is going full tilt with advertisements in trade publications. Keith Hartstein, ceo of John Hancock Funds, said the firm is branding all of the GMO funds with only the Hancock name as it is a better known commodity among the investing public. GMO, which is primarily an institutional firm, will continue to subadvise the offerings.
Hancock is advertising in Registered Rep, Financial Advisor and Investment Adviser, among other trades. The advertising campaign will include copy about GMO, its role and process and the overall fund family, including new lifestyle funds. The lifestyle funds were converted from Hancock's annuity and pension business, and have components subadvised by GMO as well. The campaign is set to run through the second quarter of the year.