Martin|Williams Advertising Reconnects Raymond James Financial, Inc. with its Clients by Celebrating Pragmatism

New brand presence and media campaign revolutionize investment advertising

Oct 18, 2010, 09:00 ET from Martin|Williams Advertising

MINNEAPOLIS, Oct. 18 /PRNewswire/ -- Martin|Williams Advertising is launching a new campaign that transforms the standard of financial advertising and reinvents the Raymond James Financial, Inc. brand. The campaign will launch with :30 and :60 second television commercials airing during game two of the American League Championship Series on TBS, which is projected to be Saturday, October 16th.

The "Tales of Financial Pragmatism" campaign is a result of nine months of extensive research conducted by Martin|Williams Advertising. Through a hybrid methodology of focus groups and ethnographies, researchers observed the target audience in their own homes as they planned for their financial future. This allowed Martin|Williams Advertising to identify that Raymond James' audience seeks to share the values of relentless integrity, responsibility and pragmatism with its investment company.

The first television spot, entitled "The Woman Who Lived Longer Than Any Person Who Has Ever Lived," tells the story of fastidious librarian Emily Skinner who, at the age of 187, still enjoys life to the fullest thanks to careful planning with her Raymond James financial advisor. Print advertisements offer headlines that use a refreshingly wry sense of humor to celebrate the firm's conservative and deliberate nature, such as "Let's just say we look both ways before we look both ways." The revamped brand presence includes a redesigned logo, tagline ("Life Well Planned"), color palette and customized font.

"Expressing an authentic voice for Raymond James was important to us for several reasons: the consumer's tolerance for financial risk had changed dramatically and there was suddenly a great deal of like-minded clutter in the financial sector," said Tom Moudry, CEO and Chief Creative Officer at Martin|Williams Advertising. "Fortunately, we learned a lot about how the appropriate investors felt, and knowing how Raymond James does business made us optimistic."

The media buys strategically position Raymond James as an integral part of their clients' planning process, including Sunday evening and Monday morning placements to reach the target audience in planning mode for the week ahead. Highlights include CNN's "Minding Your Business" sponsorship and a five-week online roadblock on the Wall Street Journal website. Martin|Williams Advertising aimed to stimulate conversation between Raymond James' advisors and clients, which led to the high-profile placements as part of the ALCS and the recently launched New Yorker iPad application. Additionally, Martin|Williams Advertising chose media that shared the same values of relentless integrity, including placements with The New Yorker – which offers the most robust fact-checking staff in the business.

Martin|Williams Advertising creative work for Raymond James can be seen at: www.martinwilliams.com/pressroom/RaymondJames

About Martin|Williams

Martin|Williams Advertising (www.martinwilliams.com) is part of Martin|Williams, Inc., a Minneapolis-based full-service communications agency that is part of Omnicom Group Inc. (www.omnicomgroup.com). Operating units of Martin|Williams, Inc. include Martin|Williams Advertising; TripleInk (international and cross-cultural communications); and Karwoski & Courage Public Relations.

About Raymond James Financial

Raymond James Financial (NYSE: RJF) is a Florida-based diversified holding company providing financial services to individuals, corporations and municipalities through its subsidiary companies. Its three wholly owned broker/dealers (Raymond James & Associates, Raymond James Financial Services and Raymond James Ltd.) and Raymond James Investment Services Limited, a majority-owned independent contractor subsidiary in the United Kingdom, have a total of more than 5,300 financial advisors serving approximately 1.9 million accounts in more than 2,300 locations throughout the United States, Canada and overseas. In addition, total client assets are approximately $241 billion, of which $29 billion are managed by the firm's asset management subsidiaries.

SOURCE Martin|Williams Advertising



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