• by Fern Siegel , March 5, 2024

Financial services company Raymond James has a message for customers to help secure their future. It's also the tagline for the latest iteration of its ad campaign "Life Well Planned."

The campaign will begin with the Oscars and run throughout the year in major cities, including New York, Los Angeles, Chicago and Miami, alongside homepage takeover in The New York Times, Wall Street Journal and Barron’s.

Solve is responsible for the creative, which uses animation to tell distinct stories. The brand’s “Life Well Planned” platform underscores Raymond James’ client-led focus, tailoring advice to their specific needs.

The three new spots are "Origami,""Greyhound" and "Jazz."

Brian Platt, Solve's executive creative director, told Agency Daily: “Wealth isn’t necessarily a pleasant thing to talk about. So it was refreshing to put focus on the more meaningful things people do with their money, and how Raymond James is the financial partner to help make it happen.”

The target audience is what the company calls the "Entrusters," an affluent group on the cusp of retirement that’s reaping the benefits of working their whole lives and saving along the way. While they carry an impressive portfolio of wealth, they prefer spending time with family and pursuing their passions, such as art, food and travel. Theirs is a conservative investment outlook focused on the long-term.

The Solve team utilized artistic animation as a device to tell stories in a way that "cuts through with an impactful and memorable style," says Raymond James chief marketing officer Mike White.

Solve's roster includes Sunoco, Bell's Brewery and Porsche.