March 20, 2015

What’s in a Name? A lot, says BNY Mellon Wealth Management

TV ad with Rhea Perlman shows, that when it comes to managing your money don’t settle for an amateur


In another ‘out of the box’ advertising move by BNY Mellon Wealth Management, the firm is running a new TV spot featuring actress Rhea Perlman as a surprise concert replacement for  violinist and conductor Itzhak Perlman. The ad is a tongue-in-cheek metaphor about the importance of having the right expert managing your money and is a new iteration of the firm’s "A Different Kind of Wealth Manager" TV campaign launched in 2014.

“Many investors think that when you hire a wealth manager, they are actually managing your money. But in fact that’s become increasingly rare. BNY Mellon Wealth Management stands out for actually managing clients’ investments ourselves with our own experts,” said BNY Mellon Wealth Management CEO Larry Hughes.

“The ad is intended to drive that point home with humor, a nice switch from the ‘grandpa at the end of the dock’ kind of ad you often see for wealth management companies.”

The campaign, which includes TV, digital and social, will run through the end of 2015.