Merrill: Seeing the Unseen: The role gender plays in wealth management

Merrill, an investment and wealth management division, launched a campaign in the US to investigate whether gender bias still exists between advisors and women clients.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

Our question was simple, but not easy: "Does gender bias still exist between advisors and women clients?" This simple question sparked an innovative and illuminating, multi-stage study. Our cutting-edge insights into how women are owning their financial futures—and the opportunity for firms to make much-needed changes to better serve them—were shared both internally and externally, in partnership with The New Yorker, ultimately boosting Merrill favorability by 3 points.

Consumer Insight

Women are taking charge of their financial lives and the industry must adapt to better serve them....

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