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Shops Use As Many Tactics As There Are Clients
NEW YORK–The turmoil roiling worldwide markets has prompted a variety of tactical responses from agencies with financial services clients. Some rushed out new or altered advertising in order to reassure investors, while others held back in the belief that their customers are savvy enough not to require hand-holding from brokers.
Morgan Stanley Dean Witter was clearly in the former camp, with a print ad in The Wall Street Journal from Leo Burnett that carried the headline: “This is no time to go it alone.”
“You [don’t] want to do anything short-term that’s inconsistent with your long-term brand building,” said Mike O’Neill, a vice president and account director at Burnett.
Fidelity Investments and agency Hill, Holliday, Connors, Cosmopulos ran an ad in last Tuesday’s WSJ stating, “Today is one of those days when experience matters most.”
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