Morgan Stanley Bows Campaign

Morgan Stanley em ploys echoes of Dean Witter’s well-known advertising tagline, “We measure success one investor at a time,” in a new global branding effort from Leo Burnett here.

The campaign, which broke during Sunday’s Academy Awards telecast, is tagged, “One client at a time,” and attempts to focus on a commitment to customer service.

Two television spots tell client stories from the perspective of Morgan Stanley advisers. One adviser describes how he helped a couple retire to Paris, while the second spot tells how planning helped finance a daughter’s tuition at The Juilliard School.

The tagline appears on the financial advisers’ business cards in the closing shot.

“It’s about [the clients’] dreams and the role that Morgan Stanley plays in achieving those dreams,” said Bob Akers, an executive creative director at Burnett.

Additional commercials and a corresponding print cam paign will target the mes sage to institutional in vest ors and seek to explain...