RBC
Wealth Management, part of the Toronto- and New York-listed bank, has
embarked upon a multi-year global advertising campaign targeting high
net worth individuals and their advisors.

The
campaign is the first global one specifically targeting wealth
clients for the bank, and will use both print and online channels to
reach the high net worth market and their intermediary advisors,
including lawyers and accountants. The pillars of the branding
drive will be RBC's recent ranking as one of the world's top 10
wealth managers, according to Scorpio Partnership, its Canadian
heritage, the range of services it provides globally, and integrity.

The
positioning statement the firm has chosen to unify the campaign is
"There's Wealth in Our Approach."

"Raising
awareness of our brand globally is a crucial part of our objective to
both increase our leading market share in Canada and accelerate our
growth internationally," said George Lewis, group head, RBC
Wealth Management.

Although
global, the campaign will focus specifically on Europe, which Lewis
said he felt was the right target market in the current environment, as the
uncertainty there will prompt HNW individuals to look for wealth
management providers that embody integrity and stability – traits
the bank is emphasizing in its advertising material.

Alongside
the print and online advertising, there will be a renewed focus on
sponsoring activities such as golf and visual arts, and
promoting sustainable water use.

As
firms jostle to win wallet share in what is undeniably a challenging
market environment on a number of fronts, branding and marketing
strategy is being given increasing weight by senior management teams;
one only has to look at increasing number of firms which now have
branding and marketing represented at executive committee level to
see that this function is increasingly driving strategy, rather than
being the poor relation it once was.