GLOBAL – New York, September 16, 2013 – For its "stand-out strategic direction," TBWA Worldwide has been chosen to handle the global strategic and creative advertising for BNY Mellon, the global leader in investment management and investment services.
The decision was a result of a close collaboration of TBWA talent from London and New York. The account will be run from TBWA’s New York office, employing the unique collaborative model that was created for the pitch.
TBWA will develop digital, TV and print campaigns that highlight BNY Mellon’s ability to manage, service and power global investments to help its clients succeed. As “The Investments Company for the World,” BNY Mellon helps clients at every stage of the investment lifecycle by creating, trading, holding, managing, servicing and distributing their financial assets.
Commenting on the appointment, Judy Hu, Chief Marketing Officer, BNY Mellon, said: “TBWA showed us stand-out strategic direction and great creative, as well as a truly collaborative global approach. We’re looking forward to partnering with them on cross-platform efforts that help us build our global brand.”
Peter Souter, Chief Creative Officer, TBWA\London, commented: “This is a wildly exciting opportunity to help BNY Mellon receive the additional global brand recognition that it has earned through its incredible history and recent success.”
For his part, Robert Harwood-Matthews, President, TBWA\Chiat\Day New York, said: “Our global pitch team from London and New York truly featured the best talent in our network working seamlessly together, and is a perfect example of TBWA’s hyper-connected network. I couldn’t be more proud.”
BNY Mellon delivers informed investment management and investment services to institutions, corporations and individual investors through its client-focused, innovative efforts in more than 100 markets. BNY Mellon’s insight is backed by its unique perspective, which comes from having $26.2 trillion in assets under custody and administration, and $1.4 trillion in assets under management, as of June 30, 2013.
