Ameriprise Financial
BUSINESS SITUATION AND CAMPAIGN OBJECTIVES
Move a Newcomer in a Crowded Category Up-Market
The financial services industry is currently in the midst of a battle for the hearts, minds, and 401 (k)s of the 78 million Baby Boomers now reaching retirement age. In the near future, Boomers will be in control of $2 trillion in IRA assets alone, and companies like Fidelity, Merrill Lynch, and Wachovia are salivating in anticipation. Not surprisingly, competitors are spending over $700 million a year trying to capture the skeptical Baby Boomer market.
Only a year after its spin-off from American Express, Ameriprise...