BlackRock
PROBLEM:
BlackRock had just merged with Merrill Lynch Investment Management. This was a complex union in a category dogged by failures.
SOLUTION:
Create and execute a strong unifying brand campaign that could work internally and externally and across both Institutional and Retail businesses. Additionally it acted as a rallying cry to unify the very different cultures of the two companies. The result was the much acclaimed “Opportunity Favors the Prepared Mind“.
RESULTS:
The merger was the largest to date in the category and the campaign was successfully launched across 38 countries. This was considered a great success resulting in the share price increasing 30% within six months of the deal closing. BlackRock has gone on to become one of the world’s most admired financial powerhouses.
OPPORTUNITY FAVORS THE PREPARED MIND
GLOBAL PRINT
INTERNAL COMMUNICATIONS
