Morgan Stanley Tag to Have Familiar Ring

CHICAGO — Morgan Stanley uses a variation of its well-known “One investor at a time” tagline in a new global branding effort from Leo Burnett here.

The campaign, which will break during the Academy Awards this weekend, employs the tagline, “One client at a time,” in an effort to stress customer-service, according to a company representative.

The campaign is the first from Burnett since Morgan Stanley consolidated its global account at the agency earlier this year [Adweek, Feb 18]. The agency had previously handed marketing aimed at individual investors and asset-management groups, while Brouilliard Communications in New York oversaw institutional securities efforts.

Burnett last year broke a campaign for the company’s retail business that employed the tagline, “Well connected.” Brouilliard’s institutional work was tagged, “Network the world.”

Billings were not disclosed, but the company is expected to increase spending over the $75 million recorded last year by CMR.

For many years, Morgan Stanley’s tag was, “We measure success one investor at a time.”