michael field / executive creative director / writer

Merrill Lynch
Print, Outdoor

Problem:

How do you appeal to investors with less than $150,000 when you’ve long been known as a stuffy, for high-net-worth-individuals-only brokerage?

Solution:

Get competitive with the market leader, position yourself as the challenger and define how and why you’re better. And mean it.

Provide clients with the same exceptional service and special attention you provide your much wealthier clients.