KeyCorp Targets Affluent Market

CHICAGO KeyCorp launched a national brand advertising campaign this week introducing McDonald Financial Group, a unit of KeyCorp focused on offering financial planning, banking, trust and investment services to the affluent.

MFG, launched in early 2003, brings together the capabilities of the former Key PrivateBank and McDonald Investments’ Private Client Group.

The work, created by Columbus, Ohio, agency Gerbig, Snell/Weisheimer, features four 30-second television spots, radio commercials and national print ads. It is the first national advertising campaign launched by Cleveland-based KeyCorp that targets the upscale market.

Television spots and print ads suggest one may feel “confined” or “overwhelmed” in today’s financial environment, presenting MFG’s “broader prospective” as the solution for the individual.

In one television spot, the camera pans a tastefully appointed den and zooms in on a bookshelf where the viewer sees a hamster running on its wheel, the source of a loud squeaking sound. The voiceover asks, “Feeling confined when it comes to diversifying your portfolio? Maybe it’s time for a broader prospective. Introducing McDonald Financial Group.”

Media plans support 14 high net-worth markets. Television spots are airing this week in prime time on The West Wing, The Guardian, Without a Trace, The Practice, CSI and CSI Miami. Print ads appear next month in national publications such as The Wall Street Journal, business and financial periodicals like Business Week, Time, Forbes, Fortune and Newsweek and in lifestyle magazines including Vanity Fair, Food and Wine and InStyle.