As a sign of how some firms are battling to push their brands, Merrill Lynch Wealth Management is rolling out a new brand platform across the US, called “The Power of the Right Advisor”.                                                               

The launch – which applies only to the US market - will feature an advertising campaign in prominent publications such as the Wall Street Journal and New York Times; digital advertising via Google, Bing and CNN Money; major baseball sponsorships, such as the Yankee Stadium, and via networks such as CareerBuilder, LinkedIn, Registered Rep and Financial Planning.         

“We’ve largely shifted away from traditional TV and print ads and are instead forging strategic partnerships with digital media outlets viewed as sources of authority. Through these partnerships, we are providing affluent Americans with valuable financial information that can help them in their everyday lives,” the firm said in a statement about the development.

The launch of the campaign will be carried out during the course of this year.

“Clients and prospects want stronger, more collaborative relationships, greater convenience and control of their investing and overall wealth management, and advice and guidance tailored to their individual needs and goals,” a spokesperson for the firm said.

Last year, UBS, the Swiss bank, embarked on a new marketing and advertising campaign. It was seen as a sign of how that firm, once beset by problems stemming from the credit crunch and crackdowns on offshore centres, was working to rebuild its fortunes.