Morgan Stanley is unveiling a new brand campaign today that aims to showcase the firm's "real human" benefits, according to Lisa Manganello, head of integrated brand marketing at Morgan Stanley.
The effort, out of Interpublic Group's Huge, highlights Morgan Stanley's impact on culture, technology and infrastructure. It also touts the firm's partnerships with big-name brands like Netflix, which it helps secure funding for projects, and Alibaba, which it took public. Following the financial crisis, the campaign seeks to show that Morgan Stanley creates positive change.
In 2009, Morgan Stanley was a nearly $40 million dollar account, but the firm's spend on domestic measured media dwindled to $10.3 million last year, according to Kantar Media.