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Wachovia Wealth Management Launches First Advertising Campaign Campaign Promotes Comprehensive Wealth Management WINSTON-SALEM, N.C.-- Wachovia Wealth Management has launched its first major advertising campaign to promote the new brand that was created through the merger of First Union Corporation and Wachovia Corporation in 2001. Print ads appear this month in national publications such as Forbes and Fortune. The campaign also includes advertising in regional publications as well as sponsorships on PBS and National Public Radio. “Wachovia Wealth Management is one of the leading wealth managers in America, but many people are still unfamiliar with our brand,” said Stan Kelly, president of Wachovia Wealth Management. “Our integrated, team-based approach and our dominant East Coast presence gives us an impressive set of capabilities that we believe are unmatched by our competitors. We're excited to launch this major advertising campaign that gives us a chance to tell our story.” “Uncommon Wisdom” is the foundation for the campaign. The first print ad includes a stained glass window with the headline, “What can a stained glass window teach us about managing assets?” The answer: “Sometimes you have to step back to see the whole picture.” The copy continues, “If you were asked where you stood financially, how many calls would it take to answer? Accountant. Attorney. Broker. Banker.” The ad notes that Wachovia Wealth Management can help clients see the whole picture through a Relationship Manager who can call on a team of specialists, including financial planners, investment, insurance, credit and trust advisors. The campaign was produced by Mullen, Wachovia's advertising agency of record, to put the focus on Wachovia's 60 Wealth Management teams that are located in major markets throughout the East Coast. Mullen is based in Winston-Salem, N.C. “We want clients and potential clients to know that we offer everything under one roof, with a range of services from financial planning and investment management to insurance and trust,” said Raj Madan, chief marketing officer for Wachovia Wealth Management. “Having full teams of experts locally based in each market is a unique advantage. When you add up our strengths in Wealth Management, the sum of our expertise is unparalleled.” Madan noted that media plans are being developed for each region based on market presence, brand awareness and opportunity for business. The campaign is part of Wachovia Corporation's ongoing advertising, which will be introduced in stages through 2004, and will apply to every business unit in the corporation. Wachovia Securities kicked off the corporate campaign in May 2002 and the retail campaign followed in Florida last month, during the successful integration of Wachovia Bank, N.A. in that state. About Wachovia Wealth Management With $66.2 billion in assets, Wachovia Wealth Management, which is based in Winston-Salem, N.C., is one of the largest wealth managers in the U.S. focused on the wealth market. Wachovia delivers integrated financial products and services to wealth clients through a team-based model, including private banking; debt solutions; investment management; charitable services; financial, tax and estate planning; trust administration; and insurance solutions. The corporation's wealth market is locally based in more than 50 markets in primarily 11 East Coast states, Washington, D.C., and selected national and international markets. About Wachovia Corporation Wachovia Corporation (NYSE:WB), created through the September 1, 2001, merger of First Union and Wachovia, had assets of $342 billion and stockholder's equity of $32 billion at December 31, 2002. Wachovia is a leading provider of financial services to 20 million retail, brokerage and corporate customers throughout the East Coast and the nation. The company operates full-service banking offices under the First Union and Wachovia names in 11 East Coast states and Washington, D.C., and offers full-service brokerage with offices in 49 states and global services through more than 30 international offices. Online banking and brokerage products and services are available through wachovia.com. |
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