Merrill Lynch

Our "difference" campaign was designed to dispel the perception that the strength of Merrill Lynch was its distribution capabilities alone. This ad announced Merrill's acquisition of asset-management firm, Mercury.

Copy:

Merrill Lynch on aligning with Mercury.

When we joined forces with Mercury Asset Management the investment universe, capabilities in every region and major market were dramatically realigned. For by combining the resources of one of the world's largest investment managers with those of our own global organization, we believe that we have raised asset management to an even higher standard. And for our clients everywhere, that makes a world of difference.

The difference is Merrill Lynch.
Merrill Lynch