Martin Williams launched a new campaign that poignantly illustrates the many ways Raymond James financial advisors support their clients through life’s complexities. A reimagining of the brand’s Life Well Planned campaign, the broadcast, print and online assets emphasize the importance of personalized financial advice over the course of a lifetime. The campaign broke nationally on March 21, 2017.
“Life is beautifully messy, complicated and unpredictable, but the difficult moments make the moments we cherish all the more resonant,” said Steve Casey, executive creative director at Martin Williams. “We wanted to capture that truth with an understanding that no one can prevent life’s challenges, but you can be prepared for them.”
For the two spots, Martin Williams collaborated with award-winning Swedish director Tomas Jonsgarden from David Fincher’s production company RESET Content. In the spot entitled “Kevin”, the lead character is followed on a 60-year journey from birth to comforting his ailing mother in the hospital. In “Doors”, the second spot in the campaign, a couple’s life plays out as they move through a series of doors, each one passing them on to a new stage of life.
Building on the idea of personal advice that goes beyond an investment portfolio, the print ads underscore the value of financial advice over time. Each ad takes on a different complex financial topic such as legacy planning, advice coordination and passing down a business.
As part of the holistic new campaign, Martin Williams also designed and developed a comprehensive new website for Raymond James.
“We believe that clients receive tremendous benefits from working with advisors who have the experience and resources to understand and fulfill their financial needs ,” said Mike White, Chief Marketing Officer at Raymond James. “This campaign attempts to illustrate the true value of having a trusted financial advisor who is always there with personal, sophisticated advice to help plan for life’s most complex financial needs.”
Using an integrated strategy of broadcast, print and online media, Martin Williams developed a comprehensive plan, leveraging relationships with several high-profile partners. Broadcast spots will run on 15 major networks, including CNN, MSNBC, the Tennis Channel and the Golf Channel. The creative will also air during the NCAA March Madness tournament, including 30- and 60-second spots during the championship game. Time, Inc. will be the corporate partner for the print campaign, providing an exclusive Raymond James experience at the 2017 U.S. Open golf tournament.