Merrill Lynch Gives Its Brand a New Spin

Merrill Lynch has rolled out a new marketing campaign aimed at both potential advisors and clients. The theme of the new campaign — “The Power of the Right Advisor” — was based on discussions with clients, prospects and financial advisors, according to the company, and it will be featured in several print publications, a number of online publications and websites, Bank of America ATMs, several baseball stadiums nationwide and also on digital screens in lobbies this year.

The focus on prospective advisors includes both FAs working at rival firms and professionals in other careers looking to work as advisors, according to Joan Khoury, head of marketing for Merrill Lynch. “As we go to market … we want to focus on advisors and their relationships with clients, but we also want to help increase our ranks,” Khoury tells Research.

“We are focusing our marketplace messaging on two groups — competitive recruits, advisors who for one reason or another look at Merrill Lynch as the place to be … and those that are career changers,” Khoury adds. “We are looking for those who are high-performers in their chosen fields but who want to make advising their second careers.”