BNY Mellon launches first campaign since 2017

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(First integrated campaign for BNY in a minute)

To reinforce BNY Mellon as a unique and forward-thinking industry leader, our friends at Havas New York developed a new brand platform, Consider Everything, for the first integrated campaign for BNY Mellon since 2017, along with a new website and visual identity.   

BNY Mellon believes that in this complex financial world, the best way to succeed at anything is to consider everything. Because considering multiple perspectives leads to better outcomes – for clients, partners, and the industry beyond.  

Consider Everything means looking at the world from all angles, collaborating objectively—even with the competition, and revealing the industry’s most comprehensive insights. To prove that BNY Mellon truly does Consider Everything, Havas brought the new brand platform to life in ways that challenge people to see their world differently. 

BNY Mellon believes that in this complex financial world, the best way to succeed at anything is to consider everything. Because considering multiple perspectives leads to better outcomes – for clients, partners, and the industry beyond,” said Brenda Tsai, Chief Marketing Officer for BNY Mellon.

Brenda Tsai

She adds, Non-traditional media partnerships complement a reengineered BNY Mellon website and lay the groundwork for future breakthrough campaign activations that further establish BNY Mellon’s position as the financial partner who truly does Consider Everything to help individuals and institutions succeed in the financial world.”

To help announce the new BNY Mellon brand platform, we teamed up with two of the world’s leading financial publications. The following two creative components will help bring ‘Consider Everything’ to life: 

The Multiple Perspective Crossword Puzzle

To get the campaign rolling, the agency launched a partnership with The New York Times, creating a first-ever Multi Perspective Crossword Puzzle. The puzzle featured two different clues for each answer, inviting the puzzler to consider different perspectives and points of view as they complete it. 

Upwards of 10MM business decision makers read the NYTimes Sunday magazine. And three out of four readers hold onto the magazine for at least three days, i.e., long enough to finish the crossword.  

Israel Garber

“We continually strive to deliver purpose-driven work through creative, data and innovation,” Israel Garber, Global Executive Creative Director of Havas New York told Reel 360. “This has guided our most recent collaboration with BNY Mellon and the fully integrated Consider Everything campaign, challenges people to see the world as they know it a little differently. For example, in partnership with The New York Times, we created a special edition crossword puzzle featuring two clues for each answer, inviting readers to consider everything from multiple perspectives as they fill it in. “


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Podfast

Partnering with the Economist, we created the first-ever slowed down podcast ad, designed to speak directly to those financially minded listeners who usually speed through their podcasts (called PodFasters; people who listen to podcasts at an increased speed so they can consume more audio content). 

To those listening to their Economist podcasts at 2x speed, our ad stood out by sounding perfectly normal, positioning BNY Mellon as the investment company with deeper insights, “like how some well-informed listeners consume their podcasts twice as fast.” 

Garber added, “We also partnered with The Economist to create the first-ever slowed down podcast ad, designed to speak directly to “podfasters,” people who speed through their podcasts at 2x speed. To them, our ad stood out by sounding perfectly normal, positioning BNY Mellon as the global investment company with deeper insights, e.g., that “some well-informed listeners consume their podcasts twice as fast.” 


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These non-traditional media partnerships complement a reengineered BNY Mellon website and forthcoming future campaign activations. All adding up to a transformative brand launch that broke through to our audience and made them think, establishing BNY Mellon as the financial partner who truly does Consider Everything. 

SOURCE: Havas, New York

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