RBC Wealth Management-U.S. launches first-ever national advertising campaign

TORONTO, September 6, 2018 -  No matter where you are in life, you can depend on the expertise of RBC Wealth Management to build a financial plan and investment strategy that will strengthen your financial security. That’s the driving theme behind the firm’s first-ever national advertising campaign, which launched today and will continue through 2019.

RBC Wealth Management-U.S.: Financial security begins by building a plan you can trust

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“We are one of the strongest, most stable and most trustworthy brands in financial services,” said Michael Armstrong, CEO of RBC Wealth Management-U.S. “We have the best advisors in the business and a great story to tell, but we haven’t told it. It’s time for more people to get to know us.”

The multi-million dollar campaign reflects the firm’s longstanding client-first reputation and highlights its focus on wealth planning for investors and potential investors throughout all stages of life. Built around the tagline, “Strengthening your financial security,” the campaign is designed to appeal to those investors who seek stability and security in their financial futures.

“Our research has confirmed that trust and financial security are among the most important factors to U.S. investors,” said Sean Kellenberger, Head of Brand, Marketing and Digital Strategies at RBC Wealth Management-U.S. “This campaign addresses those needs with direct language and creates an important emotional connection as well.” The campaign will also highlight RBC Wealth Management’s partnership with City National Bank to illustrate the full suite of investment management and banking products and services available through RBC Wealth Management’s financial advisors.

To ensure broad reach, the campaign will leverage a variety of media in the key markets of Northern and Southern California, New York, Washington D.C., Minneapolis/St. Paul and Dallas/Fort Worth.

RBC Wealth Management-U.S.: Financial security doesn’t happen by chance

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Media elements of the campaign will include targeted display advertising in premium online publishers such as The Wall Street Journal, Forbes, TIME and Vanity Fair, social media, and search engine marketing to meet consumers when they are looking for financial guidance. The print and outdoor portions of the campaign will focus on national luxury publications, local lifestyle publications, and a small number of high-traffic billboards, airports and transit centers to reach people at their leisure.

A pilot program launching later in 2018 in select markets will focus on enabling advisors to expand on the national campaign by telling the RBC Wealth Management story in their individual markets, namely through scalable, digital advertising.

“This campaign is an investment not only in our brand, but also in the businesses of more than 1,800 financial advisors across the country,” said Tom Sagissor, President of RBC Wealth Management-U.S. “We want to make sure when they sit down with a new client – or a potential recruit – the conversation isn’t about establishing who RBC Wealth Management is in the U.S., it’s about what a strong and trusted company like RBC Wealth Management can do for them.”

Other recent investments by RBC Wealth Management-U.S. include expansion into two new states (Tennessee and Missouri); the creation of a new end-to-end practice management program to help advisors maximize their business potential and several improvements and additions to technology that enhances the client and advisor experience.

About RBC Wealth Management – U.S.
In the United States, RBC Wealth Management operates as a division of RBC Capital Markets, LLC. Founded in 1909, RBC Capital Markets, LLC. is a member of the New York Stock Exchange, the Financial Industry Regulatory Authority, the Securities Investor Protection Corporation, and other major securities exchanges. RBC Wealth Management has $353 billion in total client assets with approximately 1,800 financial advisors operating in 200 locations in 40 states.