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Potential Mega-Merger With Citicorp Casts Shadow Over Effort
NEW YORK–Merkley Newman Harty’s first ad campaign for Travelers Group is set to break this week as the financial services provider plans an $83 billion merger with Citicorp.
The campaign, which includes four TV spots as well as print and outdoor ads, uses Travelers’ familiar umbrella logo to reposition the company as a “new power in global finance.” The tagline is: “Travelers. How money works now.”
“The red umbrella is one of the most familiar and respected corporate symbols, but it is viewed primarily as a symbol for insurance protection,” said agency president Parry Merkley.
The New York-based shop won the $15 million corporate and insurance account last November.
Each of the 30- and 60-second spots to air on network and cable TV use a succession of diverse, unrelated images to reflect Travelers’ full range of products and capabilities.
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