New Ameriprise Ads Spotlight Personalized Advice

"Now, in the environment that we're in, our target market has told us they want advice more than ever," O'Neill said. "So we really wanted to come out with a brand platform that states very candidly and boldly what our value proposition is and we think that 'Advice Worth Talking About' does that well."

Since the pandemic hit in March 2020, Ameriprise has "heard more and more from our target market and from our clients how much they want advice," she said. "We heard from our clients how much they value the advice and there was somebody on the other end of the phone to call when they had a myriad of questions based on their particular situation."

Ameriprise advisors "were there and we got very positive feedback because of it," she said, adding: "People had a lot of questions about their finances" when the pandemic started "and they still do; they always have — it just got accelerated in that time."

The firm's "typical target market" is people with investable assets of $100,000 and higher who are "looking for advice and want to work with an advisor," she said. That includes potential clients who don't have an advisor, have had an advisor in the past, or want to switch advisors.

Prior Campaigns

Ameriprise runs new TV spots every year, but this is the first time that Ameriprise has introduced a "new brand platform" since 2015, when it launched "Be Brilliant," a tagline O'Neill said "served us extremely well up until the time the pandemic hit."

"Be Brilliant" was "capitalizing on an optimistic environment, which changed when the pandemic hit," she noted, adding: "The pandemic presented an opportunity for us to focus on reinforcing our value proposition during times of uncertainty."

The company stopped using "Be Brilliant" in 2020 and launched two new ad campaigns without taglines that included TV spots underscoring the "importance of a trusted advice relationship in challenging times" and how to stay on track to achieve long-term financial goals, O'Neill said.

Ameriprise now includes about 10,000 advisors who work with about $1.2 trillion in assets under management and administration.

(Image: A scene from one of Ameriprise's new ads)