Jan. 31, 2001 Merrill Lynch will launch a marketing campaign tomorrow designed to educate high-net-worth investors about the firm’s wealth management services.
The campaign highlights Unlimited Advantage, Merrill’s flagship nondiscretionary fee-based brokerage account. It is built around the slogan: "A Simple Fee. A Simpler Life." The goal is to describe how Merrill reps can help clients build wealth while simplifying their lives with an all-in-one fee account.
Television and radio spots feature the voice of comedian Steve Martin. Merrill will also be advertising in business, lifestyle and personal finance publications, and on billboards.
"Unlimited Advantage has turned out to be a very popular program," says an East Coast-based Merrill rep. "By marketing it nationally in this fashion, it can only help. It’ll become even more popular." -- Rick Weinberg, Online Editor
Editor's note: For any comments regarding this article, or to suggest a story idea for RR Online or Registered Representative magazine, contact Editor in Chief Dan Jamieson at [email protected], Online Editor Rick Weinberg at [email protected], Online Managing Editor Cheryl Cooper at [email protected] or Senior Editor Michael Hayes at [email protected]