• by Tanya Gazdik , January 7, 2014

A campaign from Edward Jones focuses on the financial service company’s commitment to going the extra mile in customer service.

Called "Extra Mile," the campaign is rooted in the firm's culture that focus on developing deep client relationships. The campaign also emphasizes the firm's size, including references to 7 million investors, more than 12,000 financial advisors and more than $700 billion in assets under care.  

The TV commercials will run nationally on networks including ABC, CBS and NBC and cable networks such as ESPN, CNN, Fox News, HGTV and Discovery Channel.

Chicago-based Cramer-Krasselt developed the campaign and handled media planning and buying.

"We grew to this size by helping clients work toward their financial goals and treating them with respect," said Brad Iversen, principal/chief marketing officer at Edward Jones, in a release. "Every day, our branch teams go above and beyond to serve our clients, such as opening an office early to meet on a client's schedule rather than ours, or going to see them instead of requiring them to come to a branch office."

One key feature of the campaign is the digital component that will feature custom partnerships with properties like Major League Baseball (MLB.com), NBCSports.com and BonAppetit.com. These partnerships will help bring to life the firm's successful face-to-face approach .