In 2022, it was safe to say most people knew J.P. Morgan. But they didn’t know we offered Wealth Management. And those who did know figured it was only for the investing elite, given the J.P. Morgan name. So to win over new clients, we had to create a distinctive brand campaign that would shift perceptions and increase familiarity, leaving investors with no doubt about who we are, what we do and why they should consider us.

The market is full of noise. Your uncle telling you “cash is king.” Your Uber driver saying the gig economy is a bubble. Your BFF telling you to cash out your 529 and put it all in Squid Coin.

Only J.P. Morgan Wealth Management has the insight, experience, and credibility to call it for what it is: bullshit. Our campaign, Cut Through The Noise, set out to intercept investors and help them rise above the chaos, in all its forms, in every context where it ran rampant.

But it wasn’t just about where we showed up. It was how. Guided by our creative strategy, our tone favored clarity over complexity, practicality over platitude. And we reimagined our whole visual identity to feel more cinematic, with a richer color palette, cutting through in an otherwise clichéd category.

A woman enters a hotel lobby only to find herself in a twilight zone filled with financial noise. Instead of checkout times and business deals, the guests and staff are all abuzz about stock options, hyperinflation and crypto. The deafening, dizzying noise grows louder until finally our hero rises above it all to connect with her J.P. Morgan Advisor—the voice of reason who brings clarity amid the chaos.

Our campaign delivered substantial gains in familiarity, consideration, brand perceptions, and drove business results.

Despite heavy hitters outspending us in media (JPMWM is only 3% of spend from Q1’22 to Q4’22), our work increased brand familiarity by +5% and increased consideration by +6%.

On average, our film assets motivated 72% of investors to do business with us, outpacing Financial Services industry norms by +38% in a survey.

Our two primary brand perception drivers of ownership both saw increases in being a brand “for someone like me” which grew by +31% and “easy to do business” by +50%.

Ultimately, our campaign was effective in driving action:

Our digital media (Social, Display, Video and Audio) showed significant lifts in account production at an increase of +3.9%.

This campaign led to a +425% increase in Landing Page Hit Rate and a Lower Cost Per Digital Application Open Start (-40%) vs. 2021 campaign.