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launch

launch

2007

In late 2006, one of the oldest and most storied names in private wealth management asked Munn Rabôt to reinvigorate...

Confidence hits three-year high CNN, June 28, 2005
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In late 2006, one of the oldest and most storied names in private wealth management asked Munn Rabôt to reinvigorate their brand image. We conducted a rigorous discovery process interviewing the most visionary members of the company’s leadership, clients, members of the board of trustees, and trust, will, and estate attorneys. We found that Bessemer Trust was unlike the rather stodgy “white shoe” image that outsiders had of the brand. Quite the contrary, the level of sophistication and expertise possessed by their personnel was on par with the best on Wall Street. Indeed, many of their people came from Goldman Sachs, Morgan Stanley, J.P. Morgan, Credit Suisse, UBS, AllianceBernstein, and other prominent financial institutions.  

recession

recession

2008

When the dramatic downturn occurred in the market during 2008–2010, our campaign pivoted its message to address the market’s rapid descent…

For Stocks, Worst Single-Day Drop in Two Decades New York Times, Sept. 29, 2008
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For Stocks, Worst Single-Day Drop in Two Decades New York Times, Sept. 29, 2008

When the dramatic downturn occurred in the market during 2008–2010, our campaign pivoted its message to address the market’s rapid descent, but maintained the straightforward and direct tone of the original campaign. We used headlines such as “Why Should You Believe Anything We Say?” right after the Madoff scandal. No other trust company was using advertising that touched the feelings of their clients and prospects so deeply. Suddenly, Bessemer benefited from a massive flight to safety of wealthy individuals all over the country.

recovery

recovery

2012

As the economy recovered after the worst recession in American history, our campaign shifted focus once again. Entrepreneurs were flourishing all over...

U.S. Economy Gains Steam as 200,000 Jobs Are Added New York Times, Jan. 6, 2012
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U.S. Economy Gains Steam as 200,000 Jobs Are Added New York Times, Jan. 6, 2012

As the economy recovered after the worst recession in American history, our campaign shifted focus once again. Entrepreneurs were flourishing all over the country, and Bessemer wanted to capitalize on this emerging trend. In another ad, we pinpointed why a relationship with Bessemer Trust would be entirely different, and preferable, to anything you might experience at a large investment bank.

results

results

2017
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When we first started working with Bessemer Trust in 2006, the company had $45 billion in assets under management. Today, that number is over $110 billion, making Bessemer one of the most successful trust companies. While advertising was by no means the sole lever contributing to this unparalleled achievement, it certainly helped drive the brand in a single direction with a highly focused and powerful voice over an extended period of time. And that was something that few other brands have accomplished in this or any other category.