Other financial institutions have introduced campaigns that communicate brand messages, including changes brought about through mergers and acquisitions.
For example, this year Morgan Stanley introduced a campaign with the tagline “Now more than ever, you need to be world wise,” created by Ogilvy & Mather, New York.
“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 strengthening employee morale was another goal of the campaign. The company had suffered internally from well-publicized boardroom battles, as well as its need to accept $10 billion in federal bailout money, which it repaid in June.
The Business Marketing Association last month recognized Morgan Stanley as Communicator of the Year for the campaign.
Senior Reporter Christopher Hosford contributed to this report.