BNY Mellon Wealth Management: Manifesting a Service Proposition

Jeremy Ho

BNY Mellon, a wealth management brand, convention $8 million worth of banking volumes by demonstrating its value to consumers rather than just telling them.

Campaign details

Brand: BNY MellonBrand owner: BNY MellonEntrant company: Havas - USAIdea creation: Havas Worldwide New YorkMarket: North AmericaSector: Financial servicesMedia channels: Mobile & apps, Competitions & contests, Programmatic display, Direct marketing, Email marketingBudget: 500k - 1 million

Executive summary

Starting a new financial advisory relationship is a daunting endeavor, especially when it involves potentially shifting multimillions of assets. In a service category with no free samples, test-drives, or even a chance for a trial, BNY Mellon needed to find a way to engage and...

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