Brochure series: MRI Brochure Series.

AWARD

ABAMN 2004 AD Awards Contest

M&I Brochure Series

Institution: Marshall & Ilsley Corp., Milwaukee, Wisc.

Assets: $32 billion; 227 locations in Wisconsin and three other states

These brochures were developed as part of a direct mail campaign designed to acquire new customers at different stages of their financial life cycles. The advice to other marketers from Dave Sherman, creative services director, is: "Approach everything from the customer's point of view." Write and design to the customer, not to the bank, he adds.