Monday, June 4, 2012

BofA rolls out new ads for Merrill, U.S. Trust

Bank of America Corp. has launched new advertising campaigns for its Merrill Lynch Wealth Management and U.S. Trust brands, a month after the Charlotte lender completed an extensive review of its ad accounts.

The new Merrill commercials feature the firm's iconic bull logo and the tag line, "The Power of the Right Advisor." Created in collaboration with Boston-based ad agency Hill Holliday, the spots will run through September during sporting events, including the U.S. Open golf tournament, Wimbledon and NFL games.

The bank is rolling out additional Merrill ads on radio stations, Bank of America ATMs and at Major League Baseball stadiums, it said.

Hill Holliday also helped create a TV ad for the U.S. Trust wealth management brand, aimed at high net-worth and ultra high net-worth clients, that premiered last weekend, Bank of America said.

The nation's second-largest lender by assets announced in early May it had selected advertising giant WPP as its global agency of record and would ramp up creative assignments at Hill Holliday. It began reviewing its accounts in January as it sought to better communicate the "significant changes" at the company and in the broader economy, the bank said at the time.

Bank of America has not yet rolled out a new slogan to replace its "Bank of Opportunity" campaign.