In the din of the marketplace, the financial advisors who quietly go about the business of funding the American Dream can and should speak up.
And if they’re a little reluctant, their broker-dealer should be making some noise for them.
That is just some of the takeaway of a new recruitment drive AIG Advisor Group dubs “SpeakLoud,” the rallying cry of a multimedia campaign replete with advisor biopics, print and digital pop-up ads, as well as social media discussion through its #SpeakLoud hastag.
Another key theme of the campaign (disclosure: Investment Advisor magazine and ThinkAdvisor are among the venues for these ads) is that AIG Advisor Group’s four distinct broker-dealers give voice to advisors yearning to be heard and understood.
“If you feel you’re getting lost in a sea of numbers as your broker-dealer buys and sells you like a commodity,” starts one of campaign’s the videos,” it might be time to take a stand.”
That video, with a dizzying pinball machine background with flashing numbers and “loud” musical backdrop, introduces advisor Dean Harman who found that SagePoint Financial gave voice to desire for a small-firm touch and big-firm resources.
“They provide the resources of a large company while, through their individual broker-dealers, they provide a personal feel,” says the principal of The Woodlands, Texas-based Harman Wealth Management on the SpeakLoud website.
While the advantages of the independent business model and the resources to support are pretty standard fare for broker-dealer recruitment messages, a unique advantage the AIG Advisor Group is pushing hard is that bigness that underlies its more bite-sized constituent parts.
“Strong and stable, AIG Advisor Group offers you an environment where you can thrive without wondering if you’re about to be sold to the highest bidder,” goes one of its print ads, showing a commanding-looking advisor, Mike Silver of Royal Alliance, with a football firmly in hand.
The AIG campaign is particularly well timed, according to veteran Wall Street recruiter Mark Elzweig of Mark Elzweig Co.