Morgan Stanley is in the process of developing a new global branding campaign, yet the firm will not reveal the full details of the plan.
The new branding campaign, which is being handled by the Chicago-based firm of Leo Burnett USA, will debut in early spring, the firm confirms. According to Phil Raskin, the firm’s chief marketing officer, the reasoning behind the campaign is because Morgan Stanley wants “to strengthen [its] brand as we forge closer relationships with clients around the world."
The new brand will encompass Morgan Stanley’s full range of services for all divisions, including the Individual Investor Group, Investment Management, and Institutional Securities businesses, according to the firm.
When asked what prompted the change, and what does the company hope the new brand will accomplish that the existing brand is not, a spokesperson was vague. “We’re a global company and we need one global brand,” the spokesperson says. “We want to ensure one consistent brand worldwide.”
Leo Burnett handles such other accounts as McDonald's, Walt Disney, Marlboro, Kellogg and Nintendo.