Doremus Puts Sandler in ‘Plus’ Column

NEW YORK Doremus said it has fashioned a print and online campaign for investment bank Sandler O’Neill + Partners.

Launching this month, the push from the agency here includes print, online, cover wraps and belly bands around The Wall Street Journal.

The work incorporate a mathematical “plus” sign, a visual icon intended to express the added value in experience, capabilities and insights that Sandler brings to an organization, the agency said.

One execution shows several shots of a bank vault. Copy begins, “All banks look alike. Management sets some apart.” The ad attempts to sum up Sandler’s philosophy with lines such as “If you focus only on the numbers, you lose sight of the bottom line.”

Spending on the effort was not disclosed. When Doremus won the business last May, ad spending was estimated at $10-15 million.

“We offer our clients meaningful leadership and judicious insight designed to improve shareholder or investment value. The work Doremus has done for us conveys that message very effectively,” said client principal and co-COO Michael Lacovara, in a statement.

The first three ads in the series are set to launch in early March in the banking trade press and on the Bloomberg terminal home page, as well as online at,,, Financial and the Golf magazine cover wrap.

Evelyn Neill served as creative director on the effort. Howard VanLenten wrote the copy; Vito Zarrillo handled art direction.

Sandler’s offices were destroyed and one-third of its employees lost their lives in the Sept. 11, 2001 terrorist attack on New York.

—Adweek staff report