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11.20.12

Morgan Stanley "What If?" print ads

Print Ads, Business

Morgan Stanley Smith Barney, a well-known name in the world of finance, recently became Morgan Stanley Wealth Management. Correspondingly, the Martin Agency commissioned Nadav Kander to photograph the company’s new campaign. Titled “What if?,” the ads—which ran in The Wall Street Journal—remind people what the name and the employees behind it have stood for since its founding in 1935. By artfully combining portraiture and epic images of industry, business and philanthropy, the campaign shows how responsibility and capitalism join to create the backbone of the company.

copy (from top):
What if there was someone who knew giving is about more than money? Someone who cared for your values, not just your assets. Someone who shared your passion for philanthropy. Someone who helped you not only build wealth but also give it back. That someone is a Morgan Stanley Financial Advisor. And they're ready to work for you.

What if there was someone who helped you follow your own path, not the crowd? Someone who treated you like a partner. Someone who guided you with integrity. Someone who took responsibility for your money, but never took away your control. That someone is a Morgan Stanley Financial Advisor. And they're ready to work for you.

What if there was someone who made progress instead of promises? Someone who helped clients follow their own path, not the crowd? Someone who listened rather than lectured? Someone who gave more than just money? Someone who believed in capitalism and worked to make it responsible? What if this someone had stayed true to the same values since 1935? What if there were 58,627 others just like them around the globe. And what if they all shared the same name.

What if there was someone who wanted you to retire before they did? Someone who respected your every dollar. Someone you could trust with your legacy. Someone who judged success by whether they helped you succeed. That someone is a Morgan Stanley Financial Advisor. And they're ready to work for you.

D'Arcy O'Neill, art director; Neel Williams, senior writer; Rex McCubbin, writer (digital); Lionel Bui, designer (digital); D'Arcy O'Neill/Rex McCubbin/Lionel Bui, associate creative directors; Alon Shoval, creative director; Joe Alexander, executive creative director; David Kraftsow, programmer; Nadav Kander, photographer; Rebecca Gricus, project manager; Paul Martin, senior print producer; Anya Mills, senior art producer; Charlie Humphries, associate digital producer; Christina Gilmartin, agency broadcast producer; Luxurious Animals, interactive production company; Steve Mottershead, Breed, director; Breed, production company; Artjail, post production company.

www.martinagency.comwww.morganstanley. ...