'Uncommon Wisdom': Wachovia Debuts First National TV Campaign Since Merger; Inaugural Ads Promote Corporate and Investment Banking and Brokerage Units.Business Editors In its first national television advertising campaign since last year's merger of First Union and Wachovia, Wachovia Corporation will unveil new ads beginning July 20 during the British Open. The debut TV campaign promotes Wachovia Securities Wachovia Securities, located in Richmond, Virginia (soon to be moved to St. Louis), is the third largest brokerage firm in the United States as of 2006 with $689 billion retail client assets under management. It is a subsidiary of Wachovia Corporation. , which incorporates Wachovia's and First Union's corporate and investment banking business, as well as the retail brokerage business. Created by the Winston-Salem, N.C. office of Mullen, the campaign uses the theme "Uncommon Wisdom." Included in the initial series are seven spots that employ various metaphors to cleverly convey the unique expertise in financial services The examples and perspective in this article or section may not represent a worldwide view of the subject. Please [ improve this article] or discuss the issue on the talk page. offered to customers by Wachovia, the fourth largest financial institution in America. Print ads with the same theme broke nationally in May. Wachovia Securities Corporate and Investment Banking Group provides capital raising, lending, research and strategic advisory capabilities to corporate clients. The company's retail brokerage division, the nation's fifth-largest brokerage firm, offers financial advisory, brokerage and other financial services to individual investors and businesses. "These commercials position Wachovia Securities as an established and capable securities firm that is also approachable and humble," said Jim Garrity, head of Corporate Marketing for Wachovia Corporation. "We want to reach forward-thinking entrepreneurial CEOs, CFOs and managing partners of mid-cap companies as well as active individual investors with this message." "The campaign drives home the point that Wachovia Securities benefits customers with its thoughtful approach," said John Fitzgerald, president of Mullen in Winston-Salem. "The ads are intended to be unique within the financial services industry, reflecting Wachovia's distinctive perspective." In one spot, a motorcycle travels down a country road. "What can handlebars teach us about financial relationships?" the voiceover begins. "You have to reach out to make them work," it continues. "Most valuable when faced with the unexpected" follows, as the female rider maneuvers to miss a deer in the road. "Wisdom is everywhere. Uncommon Wisdom is knowing how to apply it" concludes the voiceover as the screen fades to the logo and tagline "Uncommon Wisdom." "What can a foreign film teach us about capital markets?" begins another spot, opening in in a movie theatre with a film playing onscreen on·screen or on-screen adj. & adv. 1. As shown on a movie, television, or display screen. 2. Within public view; in public. . "They're not for everybody," continues the voiceover, over background sound from the foreign film. "It helps to speak the language," advises the voiceover. The spot concludes with "Wisdom is everywhere. Uncommon Wisdom is knowing how to apply it" followed by a fade to the logo and "Uncommon Wisdom" tag. The new spots are set to break July 20 during the British Open on ABC ABC in full American Broadcasting Co. Major U.S. television network. It began when the expanding national radio network NBC split into the separate Red and Blue networks in 1928. and will air on such cable and network properties as CNN CNN or Cable News Network Subsidiary company of Turner Broadcasting Systems. It was created by Ted Turner in 1980 to present 24-hour live news broadcasts, using satellites to transmit reports from news bureaus around the world. , CNNfn, CNBC CNBC Center for the Neural Basis of Cognition (artificial intelligence) CNBC Consumer News and Business Channel CNBC Congress of National Black Churches, Inc. , Bloomberg and PGA (1) (Professional Graphics Adapter) An early IBM PC display standard for 3D processing with 640x480x256 resolution. It was not widely used. (2) (Programmable Gate Array) See gate array and FPGA. Golf and NFL Football NFL Football is a 1989 American football arcade game, developed by LJN and published by Nintendo. This is one of the first to get an official NFL license for the video game. . The campaign's print ads were launched in May in national publications including the Wall Street Journal, Forbes, Fortune, BusinessWeek, USA Today USA Today National U.S. daily general-interest newspaper, the first of its kind. Launched in 1982 by Allen Neuharth, head of the Gannett newspaper chain, it reached a circulation of one million within a year and surpassed two million in the 1990s. and others. The entire roll-out will take place over the next two years, promoting all business units of Wachovia. The next phase of the campaign, focusing on the company's retail banking and wholesale customers, will launch in November in Florida in tandem with the merging of First Union and Wachovia branches there. About Wachovia Corporation Wachovia Corporation, created through the September 1, 2001, merger of First Union and Wachovia with assets of $326 billion as of Sept. 30, is a leading provider of financial services to 19 million retail 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 47 states and global services through more than 30 international offices. About Mullen Mullen, an Interpublic company, is a $640 million full-service agency known for its interdisciplinary team interdisciplinary team, n a group that consists of specialists from several fields combining skills and resources to present guidance and information. approach to building brands. Mullen's client portfolio includes General Motors, Nextel, Wachovia, Eddie Bauer, LendingTree, Sealy, Swiss Army Brands, Four Seasons Hotels and Resorts The creator of this article, or someone who has substantially contributed to it, may have a conflict of interest regarding its subject matter. It may require cleanup to comply with Wikipedia's content policies, particularly neutral point of view. , Genuity, T.J. Maxx, Golf Course Superintendents Association of America Golf Course Superintendents Association of America (GCSAA) was originally founded in 1926 when 60 greenkeepers met at the Sylvania Country Club in Toledo, Ohio to form the National Association of Greenkeepers of America (NAGA). , FORTUNE, Pennsylvania Department of Tourism and Highmark. Headquartered in Wenham, MA, the agency operates full-service offices in Winston-Salem, NC, Detroit, MI, and Pittsburgh, PA. For more on Mullen, visit www.mullen.com. |
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