TDAI execs at the NYSE. (Photo: AP)

Don’t take their ads personally — or better yet, do.

TD Ameritrade Institutional doesn’t dare speak the fiduciary name, but that’s the clear implication. The company is putting its “people matter” theme into a new advertising campaign targeting the financial advisor community.

The business-to-business marketing campaign, “Human Finance,” is about “the importance of people and relationships in an industry driven by numbers,” according to the company. The campaign aims to attract new advisors to TD Ameritrade Institutional who share the “values of putting people first and doing what’s right for investors.”

“TD Ameritrade Institutional has seen great momentum and growth in the advisor business,” Kate Healy, managing director of marketing, TD Ameritrade Institutional, said in a statement. “By elevating the brand and advertising to reflect our ‘people matter’ culture, we can position ourselves for the future and further establish TD Ameritrade Institutional as a leading custodian for RIAs.”

The creative strategy, developed by the B-to-B advertising agency gyro, includes both traditional and online media. TD Ameritrade Institutional will also explore innovative ways to reach financial advisors via direct mail, email, mobile technology and social media.

“People often associate financial services with portfolio building and investing in stocks, but investing in relationships is an important part of helping individuals and families pursue their financial goals,” added Keith Loell, executive creative director, gyro NY. “The campaign speaks to the advisor who wears many hats, from a business owner and counselor to friend and occasional disciplinarian, and ultimately wants to make a difference in their clients’ lives. The message is simple; it’s the people that matter. And we believe it’s a message advisors will be drawn to.”

Check out TDAI Awards Next Gen Scholarships to Recruit Young Advisors on ThinkAdvisor.