The J.P. Morgan Asset Management [profile] team is kicking off a new, multi-part and multi-channel branding campaign, and they're using a giant RIA conference to do it.

Kevin Hale J.P. Morgan Asset Management Vice President, Global Brand Development & Advertising

On Monday the multinational bank's asset manager started its Let's Solve It campaign, targeted at financial advisors, and the first piece features the "Think In Decades Not Days" tagline, emphasizing JPMAM's message about building "strong portfolios for the long-term." Though the JPMAM folks did work with outside agencies, JPMAM's own team developed the design and look and feel of the campaign.

After soft-launching on Bloomberg Radio last week, The JPMAM Let's Solve It campaign started on Monday with ads in the print edition of the Wall Street Journal, and they bought out all the WSJ's online ad spots that day, too. Yet they timed the campaign to kick off the same day as Charles Schwab's giant RIA confab IMPACT in San Diego.

To that end, IMPACT attendees on Monday received complementary WSJ's with a wraparound leaflet from JPMAM, and JPMAM has a huge display featuring the art of Bonnie Gayle Morrill -- one of the WSJ's freelance artists for its famous stipple drawing portraits. The long-term patience, dedication, and focus needed to put together such drawings dovetails with the long-term investing style emphasized in the first piece of the campaign, and JPMAM even has Morrill herself onsite to do stipple drawings of several lucky RIA raffle winners. Kevin Hale, vice president and head of media for JPMAM, is also onsite at IMPACT.

Coming up next in JPMAM's Let's Solve It campaign will be solving the retirement challenge. Watch for ads for marketing materials in the coming weeks as that second piece of the campaign gets rolling. 

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