Merrill Lynch | Won the Pitch | Built the Platform | Tagline Still Running 15+ Years Later
Merrill Lynch | Merrill Edge Product
Print, Outdoor
Problem
Merrill faced a perception gap: the brand was widely seen as catering primarily to ultra-wealthy investors, limiting appeal among mass-affluent and newer investors.
Solution
The “Your Money’s Good Here” campaign repositioned Merrill as accessible and inclusive, emphasizing low barriers to entry, including commission-free ETF, stock, and options trading, financial incentives for qualifying new accounts, and a broader message that Merrill’s expertise is available to everyday investors — not just high-net-worth individuals.
Results
I pitched and won this account for McCann. My tagline “Your Money’s Good Here” remained the campaign platform even after I left the agency. Today, Merrill Edge has grown to over 4 million accounts and $500B+ in assets — a testament to the enduring positioning the campaign established.
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