BofA Push Seeks to Simplify IRAs

BOSTON Hill, Holliday, Connors, Cosmopulos is launching Bank of America’s first campaign that focuses on retirement and attempts to demystify IRA offerings.

The push launches Sunday in print and online media, backed by $35 million in spending, the agency said. It continues through the second quarter of next year and will likely segue into a broader awareness-building push for BofA’s overall retirement capabilities.

“We want to address head-on the challenges customers face in making sense of IRA solutions available in the marketplace,” said client CMO Anne Finucane. Educating consumers about how BofA can help them realize their retirement dreams is a key goal, she said.

The ads feature large red letters spelling out I-R-A and take the form of quizzes, asking what consumers know about such products and then offering explanations, highlighting the BofA’s IRA offerings and services.

Interpublic Group’s Hill, Holliday here is also now developing ads for Columbia Management, the investment management arm of the company, and recently launched a push for the bank’s private wealth management unit.