Hennion & Walsh
How audience clarity built more meaningful conversations
Complicated
Every wealth manager claims to offer a personal, relationship-led service. Hennion & Walsh – a US firm built from the ground up – needed a brand idea distinctive enough to cut through that noise, and flexible enough to unite a growing business spanning municipal bonds and full wealth management. To make things harder, we’d already created a successful campaign for them – ‘The Second Opinion People’ – which any new brand platform would need to accommodate, not replace.
Simple
We stopped trying to sell what Hennion & Walsh do, and focused on who they do it for. Self-made people. People who’d earned everything they had through hard work and expected their wealth manager to understand that. It was a value system Hennion & Walsh shared, since they’d built their own business the same way. We found the creative expression hiding in the name: the ampersand became an infinitely flexible device. Hennion & Walsh & a human connection. Hennion & Walsh & a second opinion. The ‘& more’ platform unified new and existing campaigns under one brand idea across US press, TV and digital. During the campaign window, inbound calls rose 124%, AUM grew 15%, and the work won a Gramercy Institute Award. We call that B2C success & more.
