Hennion
& Walsh
& More
A TVC campaign of three films using the Hennion & Walsh ampersand as a central visual device through which their three pillars were brought to life as new scenarios unfolded.
Hennion & Walsh & Committed to You
A focus on honesty, loyalty, and integrity, turning values into service standards.
Hennion & Walsh & A Team Built Around You
A bespoke team of CFPs, CFAs, and planners assembled for each client’s goals.
Hennion & Walsh & A Human Connection
Direct access to the right person, not an automated system.
Using their established illustration style - a standout in the world of American financial advertising - these ran on television stateside and were supported by digital ads and even good old direct mail.
And the campaign talked about brand promises backed up with tangible proof. In a very crowded market, that’s exactly what converts interest into long-term relationships.
The Second Opinion people
Positioning Hennion & Walsh as ‘The Second Opinion people’ – a simple and unique proposition in a crowded market.
We encouraged people to get a second opinion on their retirement plan by drawing a parallel with other moments in life when second opinions are second nature.
Early results suggest that the campaign has quickly resonated with the US public, contributing to a quarter in which Hennion & Walsh saw significant growth in enquiries versus preceding quarters.
So what did I do?
As the art director, I worked with my team to find a device to help tie the three pillars together, and it became obvious that the ampersand was a good way of making the “& more” thought central to everything. Storyboards and scenarios were created that chimed with the US audience and collaboration with our animators was absolutely key in making this work.