StrawberryFrog, Morgan Stanley Get ‘Wise’

NEW YORK StrawberryFrog has been quietly doing project work for Morgan Stanley, an Ogilvy & Mather client.

The yearlong assignment, which began earlier this month, involves print and interactive. Morgan Stanley has bought the rights to the bottom right-hand space of The Wall Street Journal every Wednesday until the end of the year.

The latest execution, which ran yesterday, depicts a seemingly endless field of Brazilian sugar cane. Underneath the sugar cane are the words “World Wise: Brazilian sugar cane is generating 50 percent of the world’s ethanol.” The ad then goes on to say that Morgan Stanley can help people invest smartly based on insights from unlikely places.

StrawberryFrog’s work is an extension of the branding campaign begun by Ogilvy last year. “We have a variety of needs,” said Michael Gallery, executive director, firm-wide marketing, Morgan Stanley, New York. “We have a single campaign that we adjust when needed. Ogilvy continues to be our lead agency.”

Digital is also part of the assignment. That work is still being finalized and is expected to launch in the next month or two. Details about the digital component were unavailable.

Spending was undisclosed. Last year Morgan Stanley spent $45 million in measured media, per Nielsen Monitor-Plus.

“Each execution represents a pearl of wisdom,” said Scott Goodson, CEO and chief creative officer, StrawberryFrog, New York. “Morgan Stanley is a premier financial institution and we’re communicating the brand and what it means.”