Stephen A. Cone, KeyCorp's high-profile marketing chief, resigned Tuesday to join Fidelity Investments as president of its customer marketing and development group, a new post.

Mr. Cone, 47, spent three years at the Cleveland banking company, where he is credited with launching offbeat campaigns, including hiring actor Anthony Edwards as a spokesman. An executive vice president, he reported directly to chief executive officer Robert Gillespie and sat on KeyCorp's nine-member management committee.

Mr. Cone is to begin work at Boston-based Fidelity Feb. 9, reporting to Gary Burkhead, vice chairman of Fidelity's parent, FMR Corp., and president of Fidelity's personal investments and brokerage group.

Fidelity has "a terrific business and a terrific brand name, and I think they are very committed to becoming more of a customer-focused company," Mr. Cone said Tuesday.

Before joining KeyCorp, Mr. Cone had worked at Citicorp and American Express Co. He said his team of marketers will fill his shoes at KeyCorp.

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