Morgan Stanley has been named Communicator of the Year by the Business Marketing Association of New York, which honored the investment banking company's “World Wise” marketing campaign.
The campaign—promoting the global capabilities and thought leadership that underpin the company's investment banking and retail investment businesses—included print ads that stressed global portfolio management, local expertise and knowledge in various vertical industries. Digital display ads featured interactive elements promoting Morgan Stanley thought leaders expounding on asset allocation, retirement, international investing, wealth planning and structured investments.
The campaign, created by Ogilvy & Mather, New York, featured the tagline “Now more than ever, you need to be world wise.” Ogilvy handled the TV creative for the campaign, while Strawberry Frog, New York, provided the print.
“Our primary objective was to unite investment banking with our retail investment business, the marriage of Morgan Stanley with Dean Witter, making all that thought leadership relevant to the individual investor,” said Ramona Boston, Morgan Stanley managing director and CMO. Morgan Stanley acquired brokerage Dean Witter Discover in 1997.
Boston said Morgan Stanley also had a lot of baggage to overcome, and the company hoped “World Wise” would help do it.
Well-publicized boardroom battles culminated in the 2005 departure of then-Chairman-CEO (and former Dean Witter chief) Philip J. Purcell. Even “Saturday Night Live” spoofed the fractious company with a skit featuring a grumpy Morgan Stanley representative scolding wayward school kids (“He's not their father. He's their Morgan Stanley guy”).
Boston said strengthening employee morale was a parallel goal of the campaign.
“One of our core audiences is our internal one, and they want to be proud of their firm,” Boston said. “The campaign was very much a vehicle that showed the strength of the franchise. We finally felt we were ready to make a statement about something our employees could be proud of.”
In addition to honoring the “World Wise” campaign, BMA recognized the company for its campaign promoting Morgan Stanley Smith Barney, a new unit created out of the June acquisition of Citigroup's Smith Barney brokerage business.
Three-page print ads carried the headline, “Many people are rethinking how they manage their wealth. We've rethought the wealth management firm.” The effort also included TV and online ads.
The 48th annual presentation of BMA New York's Communicator of the Year award took place Sept. 22 at New York's Tavern on the Green. M