Raymond James Invests in M/W

MINNEAPOLIS Omnicom Group’s Martin/Williams here has been tapped by Raymond James Financial for a range of advertising services following a review.

The assignment covers creative and media chores as well as interactive efforts.

Major media spending by the Florida-based financial services firm has dipped of late, clocking in at $5 million through the first seven months of 2009, per Nielsen. Raymond James spent $9 million on ads last year, down from $17 million in 2007.

M/W’s ability to handle Raymond James’ current advertising needs plus its ability to help the company expand in the marketplace led to its selection, said Michael White, client director of marketing.

HCP & Associates of Tampa, Fla., oversaw the review process for the client. The competition lasted several months. Fitzgerald & Co. in Atlanta had recently worked with the client.

Mike Gray, CMO at M/W, said the creative direction and thrust of upcoming campaigns is still being finalized.

“We are taking a fresh look at the brand strategy in light of a completely new marketplace, and expect work to break sometime in the first half of next year,” he said. “We expect to evaluate all media.  Our primary audience will be upscale, pre-retirement investors, with a high level of assets [set for investment].”