Ameriprise Financial, formerly American Express Financial Advisors, launched its first advertising campaign since announcing plans to spin off from its parent company, American Express Co.

Created by New York agency Saatchi & Saatchi, the ads feature true stories of people from the Baby Boom generation relating to that market segment's approaching retirement.

"With this campaign, Ameriprise Financial wants to highlight our understanding that financial planning is about the individual," said Ameriprise chief marketing officer Kim Sharan, in a statement. "That's why we focus on building strong relationships with our clients through face-to-face advice. This is not a 'one-size fits all' process."

The campaign will include prime-time television and national print advertisements. Ameriprise will also take a major sponsorship presence at a number of sporting events. The campaign is aimed at supporting Ameriprise Financial's core strategy of providing comprehensive financial advice to the mass affluent. The group, containing a massive contingent of Baby Boomers, represents the largest and fastest growing demographic group in the country, according to the company.

In February, American Express announced plans to spin off the financial advisors unit to shareholders. After Sept. 30, Ameriprise Financial expects to finalize its separation from American Express.

Register or login for access to this item and much more

All Accounting Today content is archived after seven days.

Community members receive:
  • All recent and archived articles
  • Conference offers and updates
  • A full menu of enewsletter options
  • Web seminars, white papers, ebooks

Don't have an account? Register for Free Unlimited Access