NEW YORK, March 4 /PRNewswire/ -- Merrill Lynch & Co. today unveiled its
new global advertising campaign designed to strengthen its position of
leadership around the world. Built on the theme of "Human Achievement," the
new campaign will serve as the platform for the company's worldwide
advertising efforts.
The campaign, developed by Merrill Lynch's new ad agency, J. Walter
Thompson, is designed to launch in phases, beginning on March 4 with print ads
appearing in major business publications and newspapers around the world. The
Merrill Lynch-brand TV spots will follow on March 10, airing on major
broadcast and cable channels.
"The theme of Human Achievement provides a contemporary, yet evolutionary,
new chapter in the Merrill Lynch brand strategy," said Paul W. Critchlow,
Senior Vice President of Marketing and Communications for Merrill Lynch. "The
core elements of our brand - optimism, confidence and a belief in the human
spirit - have been a part of Merrill Lynch from the days of our founder,
Charlie Merrill; to our 'Bullish on America' campaign; and today continues
with our new Human Achievement campaign."
The second phase of the ad campaign features Merrill Lynch's U.S. Private
Client group, with a message to individual investors emphasizing financial
achievement. Several TV ads will showcase the breadth of Merrill Lynch's
private-client services and address real-life financial issues in a fresh and
provocative style.
"With the right partner and resources, people can achieve whatever it is
they set out to do - and we intend to help them along the way," said Allen
Jones, Senior Vice President and head of marketing for Merrill Lynch's U.S.
Private Client Group. "By delivering the financial products, services,
planning and advice that our clients need to achieve their financial goals,
they're free to focus on their dreams."
Subsequent phases of the advertising campaign, to be introduced over the
next several months, will focus on other Merrill Lynch business units,
including the Corporate and Institutional Client Group, Asset Management and
International Private Client Group.
Merrill Lynch is one of the world's leading financial management and
advisory companies with offices in 41 countries and total client assets
exceeding $1.4 trillion. As an investment bank, it is the top global
underwriter and market maker of debt and equity securities and a leading
strategic advisor to corporations, governments, institutions, and individuals
worldwide. Through Merrill Lynch Asset Management and Merrill Lynch Mercury
Asset Management the company is one of the world's largest managers of
financial assets with assets under management exceeding $500 billion.
SOURCE Merrill Lynch & Co., Inc.
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Related links:
http://www.merrilllynch.com
Company News On-Call:
http://www.prnewswire.com/comp/555800.html or fax,
800-758-5804, ext. 555800
CONTACT:
Rich Silverman, 212-449-9205, or Susan
Thomson, 212-449-2004, both of Merrill Lynch
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