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Wachovia Wealth Management Captures Ad Campaign of the Year Award Private Asset Management recognizes 'Look Global, Act Local' campaign WINSTON-SALEM, N.C.-Private Asset Management, a publication of Institutional Investor Inc., named Wachovia Wealth Management as the Ad Campaign of the Year in its Oct. 13 edition. The award is a part of Private Asset Management's Second Annual High-Net-Worth Industry Awards. Wachovia also was a finalist for Event Planner of the Year for the first Wachovia Championship PGA Tour event held in May. "When Wachovia Wealth Management launched this campaign at the start of 2003, we had several goals in mind, but the top priority was to create brand awareness. We are well on our way to achieving that goal," said Stan Kelly, president of Wachovia Wealth Management. "We are honored to be the top campaign of the year, but what really excites us is that this ad campaign resonates with our clients." "Uncommon Wisdom" is the foundation for the Wealth Management campaign. The campaign began in January in selected print publications, and public radio and television. The campaign includes 14 print ads and by the end of the year will have resulted in 7,200 spots on NPR, about 2,000 spots on PBS, 500 insertions in local business publications and 60 insertions in regional editions of national publications. One example of a print ad is a picture of the moon over the ocean with the headline, "What can the moon teach us about being well off?" The answer: "Your view of the world changes when you get there." The copy continues, "Life is different when you reach a certain level of success. You have more to think about, worry over and manage. This is only natural, for with financial freedom comes financial complexity. Which is why it helps to work with Wachovia Wealth Management." The ad notes that for nearly 200 years, successful individuals and their families have turned to financial specialists of Wachovia Wealth Management. The print and radio ads are localized for each market to include the name and phone number of the relationship manager in the market. "Look global, act local is the message we are getting across in this campaign. We are able to say that because 90 percent of our clients are within one hour of our 55 fully integrated, locally based wealth teams," said Raj Madan, senior vice president and head of Wealth Management Marketing. "In the end, we estimate that we will have reached 95 percent of the target audience a total of 15 times. We know the campaign is working because we are complementing the sales process by generating many qualified leads across the footprint." The campaign was produced by Mullen, Wachovia's advertising agency of record, to put the focus on Wachovia's local Wealth Management teams that cover more than 100 communities throughout the East Coast. Mullen is based in Winston-Salem, N.C. About Wachovia Wachovia Corporation is the 5th largest wealth manager in the country, according to Barron's 2003 rankings of top Wealth Managers in the United States. The ranking is based on private banking assets under management, defined as individual clients with accounts of at least $1 million. Wachovia reported client assets, including clients with Wachovia accounts of at least $1 million, at $160 billion. That includes some assets of Wachovia Securities LLC, the corporation's retail brokerage arm, and Wachovia Wealth Management, the private banking, trust and investment management channel. 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. Wachovia Corporation (NYSE:WB) is one of the largest providers of financial services to retail, brokerage and corporate customers throughout the East Coast and the nation, with assets of $389 billion and stockholders' equity of $33 billion at September 30, 2003. The corporation operates full-service banking offices in 11 East Coast states and Washington, D.C., and offers retail brokerage services in 48 of the 50 states. Global services are provided through more than 30 international offices. Online banking and brokerage products and services are available through wachovia.com. |
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