RBC Wealth Management breaks international campaign
Toronto-based RBC Wealth Management has begun its first international advertising campaign promoting its global business. The multi-year campaign includes print and online ads aimed primarily at high-net-worth consumers and advisers such as lawyers and accountants. The effort portrays the company as "one of the world's top 10 wealth managers" and focuses on its history and international services. The initial European phase of the campaign highlights the bank's stability during times of economic trouble. It uses the tagline, "There's Wealth in Our Approach." The campaign will also include sponsorship activities related to golf, visual arts and sustainable water use. The campaign also launches the RBC Wealth Management umbrella brand in Canada. This brand overarches the bank's RBC Dominion Securities, RBC Phillips Hager & North Investment Counsel, RBC Private Banking and RBC Estate & Trust Services divisions. "Raising awareness of our brand globally is a crucial part of our objective to both increase our leading market share in Canada and accelerate our growth internationally," said George Lewis, group head of RBC Wealth Management. "This campaign is being launched at a time of tremendous opportunity for our business. RBC Wealth Management is investing in our brand in an environment where clients are looking for the strength, stability, global reach and integrity that our business embodies. Given the current environment, we chose to initially focus our campaign in Europe, where we believe that the stability that Royal Bank of Canada represents in the face of uncertainty will hold great appeal for clients. This campaign highlights our promise to clients that our approach to wealth management always places their needs first."