Category Archives: web

Merrill Lynch: “an advisor who knows…” series

It’s pretty damn hard to get someone to click on a banner ad.

In this series by Digitas for Merrill Lynch, I tried to appeal to the emotional side behind the rather overwhelming business of saving and planning for your retirement…by trying to make a stressful situation and process seem more “zen.”

I wanted to convey the fact that ML advisors are real people who can help you achieve your long-term goals so you can enjoy the present moment even more—and who also probably happen to like frosted donuts. Alot.

The creative director forbade us to use the dreaded “Learn more” on any of the call-t0-action buttons, so “What’s your plan?” hopefully will prod YOU to push the button and get on board with your retirement planning…with a ML advisor, of course…if you’re an appropriately high-net-worth(y) individual, that is.

Here is the same copy for a national elevator ad campaign (so business people have something to focus on during those awkward, crowded elevator rides):

Looking at these delicious ads is giving me a serious craving for coffee and donuts — I wonder why?!

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Filed under advertising, consumer / B2C, financial services, online, web

online recruiting for Merrill Lynch

who:  Digitas for Merrill Lynch/BofA

what: national financial advisor recruiting drive / flash animation banners

The financial services industry is on the rebound. Merrill is growing, fast. This series of flash ads targeted both experienced financial advisors and career-changers from non-finance backgrounds: vets/military, sales, disgruntled corporate people, and so on.

Can’t see it? Just click on an image to enlarge it.

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Filed under advertising, financial services, flash, online, web