New Edward Jones Advertising Campaign Demonstrates Commitment To "Extra Mile" Client Service

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Jan 06, 2014, 07:00 ET

ST. LOUIS, Jan. 6, 2014 /PRNewswire/ -- Financial-services firm Edward Jones last week launched a new national advertising campaign that stresses the extraordinary ways the firm's financial advisors deliver an exceptional client experience.

Called "Extra Mile," the campaign is rooted in the firm's values and culture that focus on developing deep client relationships. The campaign also emphasizes the firm's size, including references to 7 million investors, more than 12,000 financial advisors and more than $700 billion in assets under care. Cramer-Krasselt, a Chicago-based marketing agency, developed the campaign and handled media planning and buying.

"We grew to this size by helping clients work toward their financial goals and treating them with respect," said Brad Iversen, principal/chief marketing officer at Edward Jones. "Every day, our branch teams go above and beyond to serve our clients, such as opening an office early to meet on a client's schedule rather than ours, or going to see them instead of requiring them to come to a branch office."

One key feature of the campaign is the digital component that will feature custom partnerships with properties like Major League Baseball (MLB.com), NBCSports.com and BonAppetit.com. These partnerships will help bring to life the firm's successful face-to-face approach.

"Amazingly, Edward Jones delivers a level of service even small firms can't. That's hard to believe and hard to capture in a way worth watching. But these spots find that very elusive balance between conveying an important point of difference and telling likable and credible human stories at the same time," said Marshall Ross, vice-chairman and chief creative officer at Cramer-Krasselt.

The TV commercials will run nationally on networks including ABC, CBS and NBC and cable networks such as ESPN, CNN, Fox News, HGTV and Discovery Channel.

To view the commercials, go to:

http://www.youtube.com/playlist?list=PLF_FtnLfVtgVi2vbqaIw0jpgllmzZEHW3

About Edward Jones
Edward Jones provides financial services for individual investors in the United States and, through its affiliate, in Canada. Every aspect of the firm's business, from the types of investment options offered to the location of branch offices, is designed to cater to individual investors in the communities in which they live and work. The firm's 12,000-plus financial advisors work directly with nearly 7 million clients to understand their personal goals -- from college savings to retirement -- and create long-term investment solutions that emphasize a well-balanced portfolio and a buy-and-hold strategy. Edward Jones embraces the importance of building long-term, face-to-face relationships with clients, helping them to understand and make sense of the investment options available today.

Edward Jones, which ranked No. 8 on FORTUNE magazine's "100 Best Companies to Work For 2013," is headquartered in St. Louis. The Edward Jones Web site is located at www.edwardjones.com, and its recruiting Web site is www.careers.edwardjones.com. Member SIPC.

About Cramer-Krasselt
C-K's mission is simple: Make friends, not ads.™ This mindset not only drives the agency's ideas, it also drives structure. C-K is built without silos or competing interests to truly tap into an ever-expanding range of disciplines, from public relations to CRM to analytics -- whatever it takes to create compelling brand experiences. This philosophy has fueled C-K's growth, making it the second largest independent agency in the U.S., with more than 500 employees and $1 billion in annual billings. Headquartered in Chicago with offices in New York, Milwaukee and Phoenix, C-K represents major brands across virtually every industry, including: BRP (Ski-Doo, Sea-Doo, Evinrude), Cedar Fair Amusement Parks (Cedar Point, Knott's Berry Farm), Corona Extra, Edward Jones, Heinz (Ketchup, Smart Ones, Classico, Ore-Ida, Steam n' Mash), Johnsonville Sausage, Maui Jim, Patron, Porsche, Spice Islands and Vitamix. For more information, visit Cramer-Krasselt at www.c-k.com.

SOURCE Edward Jones