Branding: Merrill revives the bull

Wirehouse revives advertising icon in new TV campaign; 'symbol of strength and optimism'
JUL 18, 2012
By  AOSTERLAND
The bull is back! Bank of America Corp. has launched a new national advertising campaign for Merrill Lynch Wealth Management that features the iconic black bull that has long represented the Wall Street investment firm. The bull, who is named Dollar and lives on a ranch in Montana, is shown lumbering across the plains in impressive fashion as a voiceover describes a newer, stronger Merrill Lynch in partnership with parent Bank of America. Dollar was last seen in Merrill Lynch TV ads a couple of years ago. (You can view the new commercial at the end of this story) “The bull is a symbol of strength and optimism,” said Justine Metz, head of marketing for Bank of America Global Wealth and Investment Management. “In this period of uncertainty and investor inertia, we're bringing back the bull and emphasizing the enhanced capabilities that Merrill Lynch and Bank of America have to help clients move forward.” The 30-second spots began airing last week during the NBA playoffs and will run through September. They will be featured mostly during high-profile sports programming, including the U.S. Open golf championship, Wimbledon and early season NFL games. The campaign was created with advertising agency Hill Holliday, which also has helped produce a national advertising campaign for Bank of America's U.S. Trust division. Those TV ads will begin airing this summer.

Merrill's new ad

Latest News

No succession plan? No worries. Just practice in place
No succession plan? No worries. Just practice in place

While industry statistics pointing to a succession crisis can cause alarm, advisor-owners should be free to consider a middle path between staying solo and catching the surging wave of M&A.

Research highlights growing need for personalized retirement solutions as investors age
Research highlights growing need for personalized retirement solutions as investors age

New joint research by T. Rowe Price, MIT, and Stanford University finds more diverse asset allocations among older participants.

Advisor moves: RIA Farther hails Q2 recruiting record, Raymond James nabs $300M team from Edward Jones
Advisor moves: RIA Farther hails Q2 recruiting record, Raymond James nabs $300M team from Edward Jones

With its asset pipeline bursting past $13 billion, Farther is looking to build more momentum with three new managing directors.

Insured Retirement Institute urges Labor Department to retain annuity safe harbor
Insured Retirement Institute urges Labor Department to retain annuity safe harbor

A Department of Labor proposal to scrap a regulatory provision under ERISA could create uncertainty for fiduciaries, the trade association argues.

LPL Financial sticking to its guns with retaining 90% of Commonwealth's financial advisors
LPL Financial sticking to its guns with retaining 90% of Commonwealth's financial advisors

"We continue to feel confident about our ability to capture 90%," LPL CEO Rich Steinmeier told analysts during the firm's 2nd quarter earnings call.

SPONSORED How advisors can build for high-net-worth complexity

Orion's Tom Wilson on delivering coordinated, high-touch service in a world where returns alone no longer set you apart.

SPONSORED RILAs bring stability, growth during volatile markets

Barely a decade old, registered index-linked annuities have quickly surged in popularity, thanks to their unique blend of protection and growth potential—an appealing option for investors looking to chart a steadier course through today's choppy market waters, says Myles Lambert, Brighthouse Financial.