Wieden Takes Quiet Approach for U.S. Trust

NEW YORK Wieden + Kennedy has created its first ad campaign for new client U.S. Trust, the financial services account the shop won in January from BBDO, the agency said.

The print campaign will break in the Nov. 17 issue of The New Yorker and will also run in magazines such as Architectural Digest, Food & Wine, Forbes, Gourmet, Opera News and Travel & Leisure.

Owned by Charles Schwab, U.S. Trust offers financial services to individuals with at least $5 million to invest, making the target audience relatively small compared to that of brokerage firms.

With such a select demographic, Wieden in New York took a discreet approach to the campaign, said creative director Todd Waterbury, who developed the work with creative director Ty Montague. Each ad is a four-page insert on heavy stock with the barely visible, embossed words, “It’s the things you don’t notice at first that set us apart.” The facing page reads, “U.S. Trust. Quietly building wealth for individuals and families since 1853.”

Another ad states, “There are a few things we’d like to discuss with you. Not here of course.” Another says, “True authority never shouts.”

The New York client is expected to spend about $5 million in media from now through 2004. PHD in San Francisco handles media duties.