Merrill Lynch & Co.: The Difference Is Merrill Lynch campaign

In an ongoing effort to build brand equity, Merrill Lynch & Co., one of the largest brokerage houses in the United States, launched a high-profile ad campaign in 1993.

Merrill Lynch & Co.: The Difference Is Merrill Lynch campaign

Rebecca Stanfel

Overview

In an ongoing effort to build brand equity, Merrill Lynch & Co., one of the largest brokerage houses in the United States, launched a high-profile ad campaign in 1993. Created by Bozell Advertising (later Bozell Worldwide), the series of television and print ads were united by the tag line "The Difference Is Merrill Lynch" and sought to convey the qualities that differentiated Merrill Lynch from other financial services companies. The campaign touted Merrill Lynch's global presence, its resources and research capabilities, and the variety of services the...

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