Advertising by Investment Banks in 2000

Investment-banking powerhouse Goldman Sachs is in the early stages of a review for its estimated $25 million ad account.

Currently, the business is split among three New York shops: Lowe Lintas & Partners (corporate ads), Doremus (business-to-business) and Mezzina/Brown (recruitment and collateral).

Goldman Sachs has retained Boston-based Pile and Co. to oversee the review, said sources. Key Goldman Sachs players include David May, vice president, director of global marketing communications, Amanda Rubin, vice president, advertising, and project manager Wendy Rosen.


In the past, Goldman Sachs has relied on print advertising in business staples such as The Wall Street Journal. Last year, the company spent more than $13 million on measured media, about double what it spent in 1998, according to Competitive Media Reporting.

A recent Doremus ad touted the company's "market know-how, industry experience and distribution network," and employed the tagline, "Unrelenting thinking."


In 1999, according to CMR, Goldman Sachs rival JP Morgan spent about $20 million, and Salomon Smith Barney, another competitor, spent nearly $50 million.

Goldman Sachs Hires Ogilvy & Mather for Global Branding and Advertising
Aug. 15, 2000

The Goldman Sachs Group, Inc. (NYSE:GS) announced today it has appointed Ogilvy & Mather Worldwide to help manage the Goldman Sachs brand and global advertising. The agency begins work on the account immediately.

"Like Goldman Sachs, Ogilvy & Mather has a global presence and perspective, and we felt they were ideally suited to help us develop a global brand strategy and create the kind of advertising that will support the Goldman Sachs brand worldwide," said David May, Vice President, Director of Global Marketing at Goldman Sachs.

The Goldman Sachs account awarded to Ogilvy & Mather excludes syndicated tombstones, which are handled by Doremus and recruitment communications and advertising, which are handled by Mezzina/Brown.

Goldman Sachs selected Ogilvy & Mather after a review of several advertising agencies. Other finalists were D'Arcy and Mullen Advertising.

Morgan Stanley Dean Witter drops a familiar image to take aim at electronic brokerage firms.
August 28, 2000

Morgan Stanley Dean Witter may still measure success one investor at a time, but the firm has a more urgent message for investors in the Internet age: ''Move your money.'' In a new ad campaign coming this week to newspapers, magazine and TV screens, Morgan Stanley's brokerage unit is dropping the slogan it has used for more than a decade and is centering its $150 million advertising budget on a bolder, blunter approach.

Under the theme ''Well connected,'' the ads take dead aim at the electronic brokerages that have flooded the airwaves with pitches for stock trading at discounted prices. They equate online brokerages with con men and depict investors being led by them onto paths that dead end in the woods.

In the 1980's, Dean Witter briefly used the slogan, ''You look like you just heard from Dean Witter.'' while a defunct competitor used ''When E. F. Hutton speaks, people listen.''






References

Goldman Sachs to Combine Assets By Judy Warner and Andrew McMains,Publication: Adweek, Date: Monday, April 17 2000

http://www.allbusiness.com/marketing-advertising/4189769-1.html
http://findarticles.com/p/articles/mi_m0EIN/is_2000_August_15/ai_64192954

http://query.nytimes.com/gst/fullpage.html?res=9502E1DD1131F93BA1575BC0A9669C8B63