• Brandweek, Monday, October 5, 2009 10:43 AM

Bank of America, the new owners of the Merrill Lynch Wealth Management group, is bringing back the charging bull in a new, $20 million print, TV and online ad campaign that carries the theme "help2," Elaine Wong reports. "The bull is alive and well," and "He is on your side," says Claire Huang, head of marketing for BofA's global wealth management, global banking and global markets units.

The overall target is the affluent, of course, but even among themselves the affluent are different from one another. Financial concerns change depending on age. The executions address younger consumers' fears about the impact of the faltering economy, younger boomers' concerns about retirement, and older Americans anxiety about the erosion of their life savings.

Print ads say "help2achieve," "help2cherish," "help2discover" and "help2begin." The superscript 2 refers to the one-on-one, personalized relationships financial advisors have with clients, their "exponentially better" advice and the combined distribution, scale and services offered by the two entities, Huang tells Wong.

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