Leo Burnett is creating a campaign that will attempt to offer a unified message behind all of Morgan Stanley's products.
The investment bank last week consolidated its advertising account at Burnett. The Chi cago agency, which is preparing a new campaign for the spring, had handled marketing aimed at individual investor and asset-management groups. Brouillard Communications in New York oversaw institutional securities efforts.
"What the client wanted to do was establish one agency that would supply all aspects of marketing," said Tim O'Day, senior vice president, account director at the agency. "They decided it was time to unify the brand."
The global branding effort, backed by an increase in spending, will mark the culmination of a five-year process that began with the 1997 merger of Morgan Stanley and Dean Witter, O'Day said.
Burnett broke a brand campaign last year for the company's retail business with the tag, "Well connected." Television spots in that campaign illustrated the reasons investing for the future is important.
One spot depicted a man at his daughter's wedding. A voiceover explains how one can slow down or stop investing, "but you can't stop daughters from falling in love."
Brouillard last summer broke an institutional campaign with the tagline, "Network the world."
Morgan Stanley's chief marketing officer, Phil Raskin, a former Burnett executive, could not be reached for comment. In a release, he said: "The Morgan Stanley brand embodies our commitment to client-tailored excellence, and we look forward to working with Leo Burnett to strengthen that brand as we forge closer relationships with our clients around the world."
The upcoming campaign will have a new tagline. Further creative details were not available. The effort is being led by Burnett's newly appointed deputy chief creative officer, Mark Tutssel.
"They said, 'Now that you've got a different target, come up with the best idea that will work through all divisions,' " O'Day said.
Expected spending for the global effort was not disclosed, though O'Day said there would be a "significant" increase over the $70 million spent over the first 11 months of last year, as reported by CMR.