J.P. Morgan Private Bank relies on substance of intellectual capital to deliver luxury-marketing message

J.P Morgan Private Bank, a financial-services provider focused on high-net-worth individuals, has built a marketing strategy that reflects the distinct character of this cohort.

There is a small, elite audience that has little use for traditional advertising, because they already have life’s essentials and necessities covered.

“‘Luxury’ consumers are an incredibly intelligent group of people,” Benjamin Collier, executive director/head...