Merrill Lynch & Co.: Tradition Of Trust campaign

Rebecca Stanfel

Merrill Lynch & Co., one of the world's largest brokerage houses, launched a television advertising campaign in March 1998.

Merrill Lynch & Co.: Tradition Of Trust campaign

Rebecca Stanfel

Overview

Merrill Lynch & Co., one of the world's largest brokerage houses, launched a television advertising campaign in March 1998. The company, like most other financial services firms, was hit hard by the U.S. stock market crash of October 19, 1987. Individual investors lost confidence in the market, and their mistrust was only accentuated by a series of scandals in the world of finance. In an effort to shore up investors' faith in the stock market and to distance itself from the corruption occurring around it, Merrill teamed up with...

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