Boston Private
“Emotional Wealth”
As a wealth management, trust and private banking institution, Boston Private faced a strong competitive set with aggressive ad spending. Managing one’s wealth is about establishing a connection, a trust and an understanding of an individual’s Why of Wealth and we positioned Boston Private as a leader in the space with a message aimed at sparking conversation around an individual’s ‘Why’. We designed a plan that leveraged an array of broad reaching channels but with a devotion to selective, highly targeted emotional placements, strategically focused and aimed at driving frequency.
Challenge
Differentiating a wealth management brand in a highly competitive category where trust, connection, and emotional relevance drive decision-making.
Strategy
Build the brand from the ground up; creating the logo, visual identity, and brand foundation. Then position it around an individual’s “Why of Wealth,” activated through a targeted, emotionally driven media strategy designed to spark conversation and build frequency across high-impact channels.
OUR RESULTS
increase
in aided awareness
increase
in website visitors
increase
in key non-paid sources
Media
