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Adams Funds’ 90th Anniversary Campaign Wins Public Relations and Marketing Awards

September 22, 2020

BOSTON, September 22, 2020 – BackBay Communications, a leading integrated financial services public relations, content development, and digital marketing firm, is pleased to announce that the Adams Funds 90th Anniversary Campaign was recently honored by two industry awards programs, the 2020 American Business Awards® Stevie Awards and the PR Club Bell Ringer Awards for Adams Funds’ #Celebrating90Years campaign.

Based in Baltimore, Adams Funds is comprised of two closed-end funds, Adams Diversified Equity Fund, Inc. (NYSE: ADX) and Adams Natural Resources Fund, Inc. (NYSE: PEO). BackBay has supported Adams Funds, a retainer client since 2014, in branding, website development, digital marketing, content marketing and public relations campaigns. The #Celebrating90Years campaign was launched in 2019 and celebrated the company’s story of excellence and perseverance in weathering every market cycle since the Funds launched in 1929.

With the Funds’ strong retail base, Adams Funds and BackBay felt that the 90th Anniversary story was best told from the point of view of the Main Street, middle-class investors that Adams has helped over its 90-year history. To get started, Adams’ shareholders were invited to submit personal stories of investing with the firm over the decades. These anecdotes served as a pillar of the dedicated campaign microsite that would be the central landing page for the celebration.

Adams Funds and BackBay compiled a timeline of the history of the Funds and developed an insight from CEO Mark Stoeckle discussing how Adams’ 90 years of experience gives the firm a long-term perspective on the market. To bring visibility to Adams’ milestone, BackBay launched a #Celebrating90Years social media campaign on LinkedIn. The anniversary was subsequently covered by national publications like Forbes, Money, and Business Insider, in addition to local outlets such as the Baltimore Business Journal.

“The campaign turned out better than we could have imagined,” said Lyn Walther, Director of Shareholder Communications at Adams Funds. “We’re excited to receive this recognition.”

The Adams Funds #Celebrating90Years campaign won a Bronze Stevie Award in the category of Marketing Campaign of the Year – Financial Products & Services. Judges’ comments included, “Excellent story! Excellent results! Excellent campaign! The testimonial letters and historic timelines and pictures make this come to life.” The Stevie Awards, which receives more than 12,000 entries each year from organizations in more than 70 nations, recognizes outstanding communications in the workplace worldwide. Nicknamed the “Stevies” for the Greek word meaning “crowned,” the awards were virtually presented to winners during a live event on Wednesday, August 5.

BackBay Communications won a Silver PR Club Bell Ringer Award on behalf of Adams Funds in the Integrated Marketing Communications Campaign category under the title “Adams Funds is #Celebrating90Years.” The PR Club Bell Ringer Awards have been a symbol of outstanding achievement for New England public relations and marketing professionals for more than half a century. This year marks the 52nd Annual Bell Ringer Awards, which celebrate and honor the teams who raise the standards of creativity and craftsmanship in the public relations industry.

“It was gratifying to build an integrated campaign that successfully communicates Adams Funds’ unique story of excellence, longevity, and delivering strong results for generations,” said Bill Haynes, Founder and CEO of BackBay Communications.

About BackBay Communications

BackBay Communications is an integrated public relations, content development, and digital marketing firm focused on the financial services sector including private equity and venture capital, asset management, financial technology, and impact investing. BackBay takes a brand-centric approach to developing messaging and building integrated communications programs. BackBay’s services include public relations, thought leadership content creation, digital marketing, branding, and website development. BackBay is highly regarded for thought leadership initiatives and relationships with the business media. For more information, please visit

Liz Hardy
BackBay Communications


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