MORGAN STANLEY: “THE PURSUIT”

•  On June 13, Morgan Stanley launched their first major wealth management campaign platform in four years, during the U.S. Open Golf Tournament. The new campaign, “The Pursuit”, includes TV, print, and digital components, and emphasizes financial planning for a broad cross-section of clients. •  The TV ads are Morgan Stanley’s first to air nationally since the creation of its brokerage joint venture with Citi’s Smith Barney business in 2009. Prior advertising efforts focused mainly on print. Their last print campaign “What If” ran from late 2011-2012. •  The creative was inspired by Depression era muralists Thomas Hart Benton and Diego Rivera. The large scale murals (commissioned as part of FDR’s New Deal) celebrate progress, the American worker, and the pursuit of the American Dream. Since the campaign launch, no additional materials have been released. Response to the campaign has generally been positive.

WHY NOW?
•  Morgan Stanley’s wealth management business, is slated to grow significantly in the coming weeks following the final Smith Barney acquisition from Citibank. The four year effort to double the size of its wealth management division was concluded in June. •  Morgan Stanley is among the only wealth management firms with advertising currently in market. In the last six months, major competitors including J.P. Morgan Chase and Merrill Lynch Wealth Management have had minimal paid media placements. 


"It's 80 years later, but we're at a similar, pivotal point in history.“ - Kate Walters, Financial Advisor (NY)

INDUSTRY OVERVIEW
•  Wealth management firms are generally small spenders when it comes to media dollars, with the bulk of dollars spent primarily in print/digital. Among the top spenders in 2012 were: –  Goldman Sachs: $12.00 million –  Morgan Stanley: $8.00 million –  Merrill Lynch: $0.35 million (wealth management) •  Campaign messaging industry wide tends to focus on the same attributes. Trust, guidance, personal relationships with advisors, and the firms role in enabling a bright financial future are usually touched upon. –  Goldman Sachs: Progress Is Everyone’s Business –  Merrill Lynch: Life’s Better When We’re Connected –  J.P. Morgan Chase: It’s how-not whether-to be in market •  In this sea of sameness, Morgan Stanley is making a conscious effort to differentiate themselves: "The creative brief was to own responsible capitalism and connect that to Morgan Stanley and no one else.”—Alon Shoval, creative director at The Martin Agency

MANIFESTO
A Culture of Investment Excellence
The pursuit of a long term financial goal begins with a Financial Advisor who can help you reach it. Armed with a deep understanding of your distinctive needs, a Morgan Stanley Financial Advisor can plan and execute strategies, drawing from the products and services of an internationally admired financial services firm. Morgan Stanley can help you meet your objectives today, tomorrow, and for generations to come. We're ready to work for you.

Morgan Stanley’s new manifesto is utilized in both print and digital work.

THE WORK

AT A GLANCE
•  Morgan Stanley’s “The Pursuit” campaign aims to show the banks integrity, responsibility, and their knowledge of capital markets. •  The new campaign features: –  (:30) TV spot ‘A Better Tomorrow’ - Launched 6/21/13 –  (:60) TV spot ‘Shared Pursuit’ – Launched 6/21/13 –  Full page print execution, featuring Morgan Stanley’s new manifesto –  Campaign landing page, featuring digital case studies in which financial advisors talk about what they do for clients and how they can help with your long term financial goals. –  Campaign specific LinkedIn posts –  PR Buzz

“A BETTER TOMORROW” :30 KEY FRAMES

TELEVISION
TOPLINE SUMMARY
“A Better Tomorrow ” draws inspirations from Great Depression era murals depicting the life of different Americans with varying paths, all striving for a better tomorrow. Morgan Stanley emphasizes that, along with your hard work, they can help guide your financial success in today’s economy to ensure it continues to prosper in the future.

VOICE OVER
The pursuit of better tomorrow is something we all share, but who can help you find your own path? Who can build you a plan, not just a pie chart? Who can help keep your investments on course, whatever lies ahead? That someone is a Morgan Stanley financial advisor. We're ready to work for you.

“SHARED PURSUIT” :60 KEY FRAMES

TELEVISION
TOPLINE SUMMARY
“Shared Pursuit” also draws inspirations from Great Depression era murals that depict scenes of workers pursuing the American Dream. During the most difficult economic time that took place more than 75 years ago, Morgan Stanley stood by America’s side implementing the promise of capitalism, just as they promise to continue to strive for your financial success today.

VOICE OVER
There is pursuit we all share. The pursuit of something better. A better life for your family, a better opportunity for your business, a better legacy to leave the world. For over 75 years, through war and crisis ,we have never stopped helping our clients succeed , and succeed the right way. Striving to bring insight to every investment, intelligence to every trade, and integrity to every plan. Because as long as we stay true to these principles, the promise of capitalism , will always prosper. We are Morgan Stanley & we're ready to work for you.

PRINT
The ad features a still image from the TVC “Shared Pursuits” and Morgan Stanley’s new manifesto. There is currently only one print execution in market. BODY COPY: The pursuit of a long term financial goal begins with a Financial Advisor who can help you reach it. Armed with a deep understanding of your distinctive needs, a Morgan Stanley Financial Advisor can plan and execute strategies, drawing from the products and services of an internationally admired financial services firm. Morgan Stanley can help you meet your objectives today, tomorrow, and for generations to come. We're ready to work for you.

DIGITAL
MorganStanley.com/wealth serves as the digital hub for the new campaign. In addition to linking customers to services, the site prominently features case studies. Case studies highlight specific financial advisors and their successes, as well Morgan Stanley’s position as an industry thought leader.

SOCIAL ACTIVATION
Morgan Stanley’s Wealth Management LinkedIn page is the only social component currently supporting “The Pursuit” campaign. None of Morgan Stanley’s other owned social channels (Twitter) have been utilized for campaign messaging. This is not unexpected given past brand behavior. There is no call to action or social trigger in any of the print or TV advertisements.

“The Pursuit”

PR BUZZ

QUANTITY •  Two original stories OUTLETS •  Adweek, Wall Street Journal, Campaignbrief.us, MusicValley Group TONE •  Positive and supportive of the campaign •  Discussion around business growth KEY QUOTES •  To avoid the clichés that populate the financial category (i.e. sailboats and sunsets), the campaign found a visual precedent in artists like Thomas Hart Benton and Diego Rivera- Campaignbrief.us •  The spot has both a historical and contemporary vibe, achieved by using vintage composition and color techniques on modern objects and environments- Adweek •  Morgan Stanley is charting the future of wealth management by looking back at public art made almost a century ago- Music Valley Group •  The new ad slogan may not be as memorable as some of the famed brokerage slogans of the 1980s.But it does focus attention on Morgan Stanley’s wealth management business, which is slated to grow significantly in coming weeks when Morgan Stanley buys the last 35% of its brokerage joint venture from Citigroup Inc. C +1.97% that it doesn’t already own-Wall Street Journal