Bank of America (BofA) is to run a
major print and online advertising campaign in the US promoting its
Bank of America Merrill Lynch division, with an initial ad spend of
$10 million, according to a report in The Financial Times.
The campaign is slated to roll out globally in
July, with a print and television campaign highlighting
Merrill's “thundering herd” of financial advisers.
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The marketing push and touting of the Merrill
brand kills speculation BofA might drop the Merrill Lynch name.
Marketers had also suggested the bank might avoid use of the BofA
name in certain regions.
“Combined, the brands are stronger than either
on their own,” said Anne Finucane, chief marketing officer at
BofA.
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By GlobalData
