Bank of America Merrill Lynch needed to infuse fresh thinking into its biannual report on the journey to retirement. We served as creative consultant, helping Bank of America generate newsworthy insights and striking headlines for national news coverage.
The “Merrill Edge Report” is a biannual study that offers insight into the financial concerns, priorities, and behaviors of affluent Americans. With millennials now accounting for one of every three US workers, the company needed to rethink the way they approached their survey to capture the Millennial mindset.
Kelton partnered with the company and its PR agency, Burson-Marsteller, to freshen the survey with out-of-the-box questions and a look at the emotional aspects of savings. We helped them use those insights to create a newsworthy story arc which became the basis of the Merrill Edge Report itself, in addition to pitch and press materials.
Our collaboration gave the company fresh, compelling data that garnered millions of earned media impressions in outlets such as USA Today, WSJ Live, Money, The Today Show, and CNBC.