Situation: The 1980s witnessed unprecedented growth of entrepreneurial wealth in the U.S.

Challenge: J.P. Morgan had a reputation of being a bank for inherited wealth rather than for “smart money.”

Response: An iconoclastic ad campaign focused on the anxiety that the newly-rich often feel, rather than on the more traditional mink coat and bone china iconography of private banking. Each ad listed an actual banker and her or his real phone number (no 800 numbers at Morgan!) and used headlines that featured eye-popping (but realistic) dollar amounts.

Result: The campaign attracted a significant number of calls – and new clients. After referrals from existing clients, the program ranked second in generating new business.

Agency: Doyle Graf Mabley; Research, agency brief and campaign development, Neil Gluckin, Account Director