Morgan Stanley To Move Global Media Account Back to Spark

Reversal Comes Year After Banking Giant Appointed Mandell Crawley CMO

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Morgan Stanley plans to move its global media agency business back from Interpublic's BPN to Spark in 2016, the banking giant confirmed.

The reversal follows the appointment of Mandell Crawley to its new marketing lead about a year ago. Mr. Crawley had previously been head of business development at Morgan Stanley overseeing product support and development for the firm's roughly 16,300 financial advisers, Ad Age sibling publication Investment news reported at the time.

At Morgan Stanley, he succeeded Susan Smith Ellis, who left the firm in July 2014 to join Getty Images. During her nine-month stint as CMO (the company's first), Ms. Ellis moved the media account from Publicis Groupe's Spark to Interpublic Group of Cos' BPN.

Under Mr. Crawley, the company in April launched a new brand campaign that aimed to showcase the firm's "real human" benefits and its ability to creative positive change post-financial crisis. The effort, from IPG's Huge, highlighted Morgan Stanley's impact on culture, technology and infrastructure. It also touted the firm's partnerships with brands like Netflix, which it helps to secure funding for projects, and Alibaba, which it took public.

Morgan Stanley declined to comment on whether it's increasing spending. In 2009, Morgan Stanley was a nearly $40 million dollar account, but the company's spending on domestic measured media dwindled to $10.3 million in 2014, according to Kantar Media.

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