Wells Fargo Advisors
1. Discovery
After a tumultuous year in the financial services industry, Wachovia Securities Financial Network adopted the name of its new parent, Wells Fargo Advisors. With the significant shake up on Wall Street, there was a unique opportunity of recruiting upper tier financial advisors who were disillusioned with the tarnished reputations of their firms.
2. Strategy
Focus on the control associated with independence, backed up by the strength and historic reputation of Wells Fargo.
3. Execution
The campaign was based on the concept that “control is everything,” but you will get further with the support of a strong partner. Energetic photography in a warm palette became a metaphor for advisors in motion. Magazine cover tips announced FiNet’s name change. Direct mail asked how comfortable the advisors were in their current position. A recruiting DVD had advisors giving an honest voice to their personal stories of independence. Personal touchpoints were developed such as a custom pro forma package.
4. Evaluation
The equity of FiNet’s approach of touting the benefits of independence carried through to the new brand voice in a fresh and powerful way.