Dreyfus has formed a team to spearhead its recently launched baby boomer marketing campaign. Jon Baum, vice chair of distribution, said three new sales positions were created for the team, which also has two internal analysts assigned to it. Christine Russell is heading the program as director of retirement transitions. Russell moved over from Dreyfus' institutional sales group.

Dreyfus has branded its campaign as "New Beginnings" and is sending literature to advisors about the program, which features 10 modules for advisors (www.fundaction.com, 7/7). The modules offer guidance on topics like in-retirement investing. Print ads using the "New Beginnings" theme are also running in several magazines, including Fortune and The New Yorker.