The Business Strategy
After a period of retrenchment, Merrill Lynch was aggressively reentering the managed accounts business, both in the U.S. and globally, with a range of innovative, flexible products that were a major change in strategy from the traditional transaction based wirehouse model. The challenge was to overcome the firm’s legacy image of lackluster products and commission-based accounts.
Marketing Communications Support
To facilitate distinct, targeted positioning for each wealth management product, Silver developed a series of product brands within the overall Merrill Lynch global identity. Each was supported by a differentiating theme line conveying a core value proposition.
Silver also created a series of advantage-driven marketing communications for clients, with integrated content and visuals that quickly and clearly communicated key benefits, giving advisors effective sales and client-service tools. In addition, Silver developed coordinated advisor communications and support programs emphasizing key selling points and reinforcing product themes.