“Transparency,” “access” and “performance” are the buzzwords that hedge funds may want to highlight as they step out of the shadows and start marketing to a broader audience, advertising executives said. “They have to find a way to be more transparent,” said Rob Reilly, chief creative officer of Crispin, Porter & Bogusky, a unit of MDC Partners Inc. “They need to be honest and show how the money is made and how their process works. So much disclosure might make many hedge-fund managers uncomfortable, but oversharing often adds up to compelling marketing campaigns,” Mr. Reilly said. Oversharing? Hedge Funds?
I think those legal-in-Colorado brownies are working, Mr. Reilly.