Vanguard wants its name to be an ad verb

03/15/2010 | New York Times (tiered subscription model), The

The Vanguard Group, in its first campaign from MDC Partners' Kirshenbaum Bond Senecal & Partners, New York, is trying to turn its brand name into a verb, a la Google and Googling. The effort includes banner ads such as: "Vanguarding is getting the financial picture you want with less distraction."

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New York Times (tiered subscription model), The

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