morgan stanley marketing update

8/22/2019 Morgan Stanley Marketing Update

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2/13

MORGAN STANLEY: THE PURSUIT

On June 13, Morgan Stanley launched their first major wealth management campaign platform in four years, duringthe U.S. Open Golf Tournament. The new campaign, The Pursuit, includes TV, print, and digital components, andemphasizes financial planning for a broad cross-section of clients.

The TV ads are Morgan Stanleys first to air nationally since the creation of its brokerage joint venture with CitisSmith Barney business in 2009. Prior advertising eforts focused mainly on print. Their last print campaign What Ifran 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 FDRs New Deal) celebrate progress, the American worker, and the pursuit of the AmericanDream. Since the campaign launch, no additional materials have been released. Response to the campaign hasgenerally been positive.


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WHY NOW?

Morgan Stanleys wealth management business, isslated to grow significantly in the coming weeksfollowing the final Smith Barney acquisition fromCitibank. The four year efort to double the size ofits wealth management division was concluded inJune.

Morgan Stanley is among the only wealthmanagement firms with advertising currently inmarket. In the last six months, major competitorsincluding J.P. Morgan Chase and Merrill LynchWealth Management have had minimal paid mediaplacements.

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


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INDUSTRY OVERVIEW

Wealth management firms are generally small spenders when it comes to media dollars, with the bulkof 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, personalrelationships with advisors, and the firms role in enabling a bright financial future are usually touchedupon.

Goldman Sachs: Progress Is Everyones Business Merrill Lynch: Lifes Better When Were Connected J.P. Morgan Chase: Its how-not whether-to be in market

In this sea of sameness, Morgan Stanley is making a conscious efort to diferentiate themselves:"The creative brief was to own responsible capitalism and connect that to Morgan Stanley and noone else.Alon Shoval, creative director at The Martin Agency


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MANIFESTO

A Culture of Investment Excellence

The pursuit of a long term financial goal begins with aFinancial Advisor who can help you reach it. Armedwith a deep understanding of your distinctive needs, aMorgan Stanley Financial Advisor can plan and execute

strategies, drawing from the products and services ofan internationally admired financial services firm.Morgan Stanley can help you meet your objectivestoday, tomorrow, and for generations to come. We're

ready to work for you.

Morgan Stanleys new manifesto is utilized inboth print and digital work.


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THE WORK


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AT A GLANCE

Morgan Stanleys 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 Stanleys 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 termfinancial goals.

Campaign specific LinkedIn posts

PR Buzz


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TELEVISION

KEY FRAMES

VOICE OVER

TOPLINE SUMMARY

The pursuit of better tomorrow is something we all share, butwho can help you find your own path? Who can build you aplan, not just a pie chart? Who can help keep your investmentson course, whatever lies ahead? That someone is a Morgan

Stanley financial advisor. We're ready to work for you.

A Better Tomorrow draws inspirations from GreatDepression era murals depicting the life of diferent Americanswith 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 todays economyto ensure it continues to prosper in the future.

A BETTER TOMORROW :30


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TELEVISION

KEY FRAMES

VOICE OVER

TOPLINE SUMMARY

There is pursuit we all share. The pursuit of something better.A better life for your family, a better opportunity for yourbusiness, a better legacy to leave the world. For over 75 years,through war and crisis ,we have never stopped helping ourclients succeed , and succeed the right way. Striving to bring

insight to every investment, intelligence to every trade, andintegrity to every plan. Because as long as we stay true tothese principles, the promise of capitalism , will alwaysprosper. We are Morgan Stanley & we're ready to work for you.

Shared Pursuit also draws inspirations from Great Depressionera murals that depict scenes of workers pursuing theAmerican Dream.

During the most dicult economic time that took place morethan 75 years ago, Morgan Stanley stood by Americas side

implementing the promise of capitalism, just as they promiseto continue to strive for your financial success today.

SHARED PURSUIT :60


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PRINT

The ad features a still image from the TVCShared Pursuits and Morgan Stanleys newmanifesto.

There is currently only one print execution inmarket.

BODY COPY:The pursuit of a long term financial goal beginswith a Financial Advisor who can help you reachit. Armed with a deep understanding of yourdistinctive needs, a Morgan Stanley FinancialAdvisor can plan and execute strategies, drawingfrom the products and services of aninternationally admired financial services firm.Morgan Stanley can help you meet your objectivestoday, tomorrow, and for generations to come.We're ready to work for you.


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DIGITAL

MorganStanley.com/wealth serves as thedigital hub for the new campaign. Inaddition to linking customers to services,the site prominently features case studies.

Case studies highlight specific financialadvisors and their successes, as well

Morgan Stanleys position as an industrythought leader.


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SOCIALACTIVATION

Morgan Stanleys Wealth ManagementLinkedIn page is the only socialcomponent currently supporting ThePursuit campaign.

None of Morgan Stanleys other owned

social channels (Twitter) have beenutilized for campaign messaging. This isnot unexpected given past brandbehavior.

There is no call to action or social triggerin any of the print or TV advertisements.


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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 clichs 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 acentury 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 Stanleys wealth management business, which is slated to growsignificantly in coming weeks when Morgan Stanley buys the last 35% of its brokerage joint venture fromCitigroup Inc. C +1.97% that it doesnt already own-Wall Street Journal

The Pursuit

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