Merrill Lynch Targets Canadian Institutional Firms

Merrill Lynch has launched a BTB campaign to reinforce “its leadership in the Canadian market,” the company said.

The campaign targets a Canadian institutional audience, promoting Merrill Lynch's 2001 record as the leading investment bank in the country and its interest in the Canadian market, the company said.

The effort highlights Merrill Lynch's Canadian strength in investment banking, equity and debt sales and trading, and research. It runs with the headline “How did Merrill Lynch become Canada's leading global investment bank?” The ad focuses on Merrill Lynch's corporate and institutional clients and its Canadian team.

The ad notes that Merrill Lynch acted on $48.9 billion in merger and acquisition transactions in 2001, outpacing all other investment banks in Canada. The ad originally appeared in print Jan. 17. Plans call for future ads containing the same themes. The campaign also involves letters to CEOs at 1,000 of the top companies in Canada.

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