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AGF was in trouble. Various factors including several years of soft markets had left them to the point where redemptions exceeded deposits.

Their famous “Eventually everyone retires” campaign was suddenly seen as trivializing investors’ financial losses. The answer involved shifting investors’ focus from long-term investment goals to the new short-term goals that could be more easily realized. The results speak for themselves.

Despite being hugely outspent by competitive mutual fund companies and the big banks, AGF placed number one among all Canadian fund companies in unaided recall. And AGF sales by Primerica, AGF’s largest distributor, increased 609% after the launch of this new campaign.