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Morgan Stanley launches first US campaign in four years, developed by The Martin Agency

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By Jennifer Faull, Deputy Editor

June 21, 2013 | 2 min read

Morgan Stanley has rolled out a new campaign following the integration of Smith Barney into Morgan Stanley Wealth Management.

Entitled ‘Pursuit’, the campaign comprises TV, print and digital, and aims to show how Morgan Stanley puts its clients first.

Focusing on the Wealth Management side of the business it highlights the essential advice that Morgan Stanley - 16,000 Financial Advisors provide and, in the wake of the financial crisis, aims to show the bank’s integrity and responsibility as well as their knowledge of capital markets.

With The Martin Agency working on the creative, the campaign took inspiration from artists like Thomas Hart Benton and Diego Rivera who, during the depression, created large scale murals that celebrated the everyday heroism and served as a reminder that economic difficulty could not stop the progress and pursuit of the American Dream.

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