A couple of days ago AdAge published an article titled: “Merril Lynch Evolves Brand Platform — and the Media Mix Behind It”
The article discusses Merril Lynch’s move toward new media opportunities in an attempt to reach it’s financial customer in new ways and strengthen it’s position as a leader in the advisor-advisee relationship. Here’s an excerpt:
“Along with Merrill’s new brand platform, its media strategy is evolving as well. The old days of two major anthemic campaigns per year, weighted heavily to TV and print are over, Ms. Khoury said, Under this umbrella, Merrill will do more sponsorships, events and media partnerships, such as buying the branded spot above the CNBC news ticker, Major League Baseball sponsorships, an iPad app for its own Advisor Magazine and co-created sponsored content in Forbes magazine.
In the next two to three months, Merrill will also launch its first YouTube channel, with its own webcasts and panel discussions with experts on subjects such as retirement.”
Setting aside my impressions of Merril Lynch itself or of the banking industry as a whole, it is exciting stuff to see a company like this, with its size and long-standing traditions, starting to push the boundaries of its media and brand content strategy. It speaks to me of the kind of change that companies are starting to embrace – providing value and branded service where their customers seek it most via mediums that are have roots in interactivity.
There is so much opportunity for growth in these new media areas, especially in the Financial Services industry. What we have to do now is continue to learn how to track and measure these interactions and support these “experiments” with real-time results and ROI.