A.G. Edwards' New National Branding Effort Brings Personal Savings ''Nest Egg'' to Life.

ST. LOUIS -- A.G. Edwards Uses Common Symbol for Savings in an Uncommon Way to Convey Its Client-First Philosophy and Commitment to Unbiased Financial Advice

As millions of Americans rush to finish their income tax returns this week, the last thing on their minds is their future financial security. But A.G. Edwards (NYSE:AGE) thinks it should be. The financial services firm is taking the most time-honored symbol for personal savings--the nest egg--and bringing it to life in a new fully integrated branding effort that highlights the firm's client-first philosophy and commitment to providing objective financial advice.

The new advertising campaign, which is being launched nationwide today, builds on A.G. Edwards' first-ever national marketing communications initiative introduced last year. Once again, the firm expects to allocate approximately $20 million to the comprehensive effort this year, which includes national print, TV, radio and online advertisements, and direct marketing.

The new creative features "nest eggs" of various sizes being nurtured and cared for by Americans in a variety of everyday situations. The creative concept underscores the company's 118-year tradition of doing what's best for its clients and positions A.G. Edwards as the firm of choice to help people care for, nurture and grow their personal nest eggs.

Need for saving more important than ever

The branding effort comes at a time when Americans' awareness of the need to increase their personal savings appears extremely low. According to the U.S. Department of Commerce, America's average personal savings rate has plummeted from 10.4 percent in the 1980s to just 0.4 percent at the end of 2004. That is the lowest rate in the industrialized world, by some measures. Moreover, the 2004 A.G. Edwards Investment Watch survey found that only 53 percent of Americans have a retirement plan in place.

"The need to increase personal savings is now more important than ever," said A.G. Edwards Chairman and Chief Executive Officer Robert L. Bagby. "To build and grow a financial nest egg, people need objective advice and useful information delivered in a simple, smart way. A.G. Edwards provides just that, through a corporate culture that revolves around doing what's best for our clients."

Bagby added that A.G. Edwards' philosophy of caring for and nurturing its clients' financial futures is echoed in the campaign themes: "People have different savings and investment goals in mind. At A.G. Edwards, we work hard to understand each client's unique 'nest egg' needs and tailor a financial plan that is just right for them."

The branding effort: a smart, simple, respectful approach

The print advertisements depict nest eggs in a variety of compelling ways, such as posed beside the book "War and Peace" with the headline, "We're in it for the long term with your nest egg," or under saddle with the headline, "You can't ride off into the sunset if your nest egg won't carry you." The ads will appear primarily in national business and financial publications.

The television spots, which were directed by award-winning director and cinematographer Lance Acord, will run nationally on network cable channels during lifestyle, news and business programming. The broadcast advertisements personify nest eggs in several ways. For example, in one spot, people are shown caring for their nest eggs the same way they would care for a loved one, whether it's giving their nest egg a warm bath, taking it for a stroll, enjoying a quiet evening at home or sitting around a campfire.

"All of the creative elements are designed to showcase our client-first philosophy and our commitment to providing objective financial advice, as demonstrated by the fact that our financial consultants do not have to meet product sales quotas and are free to recommend the investments that truly meet their clients' needs," said Peter M. Miller, executive vice president and director of sales and marketing. "The elements also rely on intelligent wit to capture our straightforward approach, which we believe will resonate with the investing public."

The creative agency behind the new integrated branding effort is Minneapolis-based Carmichael Lynch.

"This is a highly strategic branding effort based on relevant consumer insights," said Peter McHugh, chief creative officer and managing partner at Carmichael Lynch. "It's exactly what the financial services industry needs--a simple, fresh approach to educating consumers and conveying to them the importance of building, caring for and nurturing their nest eggs."

A.G. Edwards: a trusted, objective financial advocate

Driven by an enduring commitment to its clients and grounded in Midwestern values, A.G. Edwards is one of the nation's largest and most highly regarded investment firms. The firm has consistently been recognized in FORTUNE's annual survey as one of the "100 Best Companies to Work for in America" and was included in the magazine's "Hall of Fame" as one of only 22 companies to appear on the list each year since FORTUNE began the survey in 1998. In addition, A.G. Edwards was recently listed among the "Ten Smartest Companies in America" in the book, "What's Your Corporate IQ?" According to the book's author, Jim Underwood, "A.G. Edwards' integrity is what impressed me most of all...employees put clients first above everything else."

About A.G. Edwards &Sons, Inc.

For 118 years, individuals and businesses have turned to A.G. Edwards to develop strong personal relationships with financial professionals who are dedicated to providing sound investment advice and long-term financial strategies. By adhering to a client-first philosophy, the firm carefully tailors these strategies to fit each client's individual needs. A.G. Edwards and its affiliates encompass nearly 7,000 financial consultants in more than 700 offices nationwide and two European locations in London and Geneva. More information about A.G. Edwards can be found at www.agedwards.com.

FORTUNE magazine is not affiliated with A.G. Edwards, nor does it endorse any of its products or services. Past performance is no guarantee of future results.

(Editor's note: To view the TV spots and print advertisements, go to www.agedwards.com/advertising)