BOSTON--Merrill Lynch is putting the final touches on a new campaign touting the brokerage firm's full range of services, from everyday cash mangement to long-term investments, according to Bob Horton, director of brand management at Merrill Lynch in New York.
New print and TV executions will carry the theme "Total Merrill." The push breaks on Jan. 19.
Boutique agency Boathouse in Dedham, Mass., created the campaign. J. Walter Thompson in New York remains Merrill's lead agency. Boathouse won the assigment, which falls under Merrill's Global Private Client brand, late last year [Adweek, Dec. 16]. Sources pegged the budget for Boathouse work at $15-20 million.