Independent US financial services firm Hennion & Walsh Asset Management is taking the message about its growing comprehensive wealth management (CWM) offer to television as part of a new integrated campaign. The work has been created by London-based agency AML, Hennion & Walsh’s creative agency for 10 years.
Founded in New Jersey with a strong heritage in municipal bonds Hennion & Walsh has seen growth in its wealth management subsidiary.
Hennion & Walsh’s brief to AML was to develop a brand idea to communicate the “why” of its CWM appealing both to an audience without a wealth management provider at all and to those whose funds are currently managed elsewhere.
To do this AML developed a series of TVCs building on Hennion & Walsh’s “The Second Opinion People” creative platform which was introduced in 2024. Under the strapline “& More” the three 30-second TVCs emphasize different aspects of Hennion & Walsh’s core beliefs in the service delivery to its clients.
“Committed To You” focuses on the firm’s founding values of honesty loyalty and integrity underlining its dedication to clients’ financial goals. “A Team of Specialists” highlights the bespoke team of financial planners portfolio managers and other specialists assembled to suit each client’s unique circumstances. In “A Human Connection” viewers learn about Hennion & Walsh’s belief that clients should always reach the right person directly rather than an automated system.
Bill Walsh Co-founder and Partner at Hennion & Walsh said: “We are excited about this new campaign which clearly articulates for existing and potential clients alike what makes what we call the Hennion & Walsh Experience so different and distinctive from other financial services firms. Ever since Hennion & Walsh was founded in 1990 our unique structure has ensured personalized hands-on advice and service that goes above and beyond to help clients achieve their financial aspirations – a commitment which we believe the “& More” theme perfectly encapsulates.”
Hugo Bone Executive Creative Director at AML added: “What we love about working with the team at Hennion & Walsh is that they approach growing their brand with the same rigour they apply to supporting clients with their wealth management needs. With this campaign we’re making a compelling case for trusting Hennion & Walsh and helping drive the next stage of their journey.”
The campaign runs on national TV, with further activity running on radio digital display PPC and direct mail activity across multiple US states.
Credits
Agency: AML
Executive Creative Directors: Hugo Bone & Jon Leney
Art Director: Stephen O’Neill
Copywriter: Lizzie Hutchinson
Head of Strategy: Christian Barnes
Junior Strategist: Joseph Ede
Account Management: Hannah Cooper & Joanna Lippiatt
