EVEL KNIEVEL KNOWS RISK; Maybe your portfolio isn't meant to jump the Snake River Canyon.(Evel Knievel lends likeness to BARRA Inc. advertising campaign)(Brief Article)

Pensions & Investments, January, 2001 by Clair, Chris

When BARRA Inc. decided to start advertising its risk management services, it didn't want to take a chance on just any old ad campaign. The company wanted something that would make people stop and think. Plenty of people paused when they got to page C-11 of the Jan. 9 Wall Street Journal.

They paused and thought, ``Is that really Evel Knievel pitching for BARRA?'' Yes, it was. The man who took jumping over things on a motorcycle to an art form has landed a spot in BARRA's ads. The firm, with help from its subsidiaries, provides risk management software, investment management and consulting services. The new ad campaign is Berkeley, Calif.-based BARRA's first major marketing push in five years. Over the next six months, the company plans to parade a number...

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