Monday, January 25, 2010

Merrill Lynch to Spend $20 Million on Retirement Marketing Campaign

The recent Bank of America / Merrill Lynch Affluent Insights Quarterly survey, released found that about half (51 percent) of retirees would have focused more on their retirement life goals and less on retirement financial numbers when planning for retirement if they could do it all again.

These retiress who were surveyed indicated that they would have spent more time determining how they wanted to live in their retirement years (38 percent) and based their retirement income needs, not just on a number that would sustain them but on one that would help them live their ideal lifestyle during these years (13 percent).

Claire Huang, head of marketing for Bank of America Global Wealth Management, states, "Our latest research further shows how the recession has led to a renewed focus on core values that guide individuals in their retirement planning, such as family and friends, philanthropic endeavors and basic quality of life, health and wellness issues,"

Thus, Bank of America will spend roughly $20 million on its "help2retire______" campaign, which officially launches on Jan. 25, 2010, and runs through the end of April 2010.

The new, U.S.-based marketing campaign is designed to illustrate individuals' evolving retirement priorities and personal aspirations. The campaign encourages individuals to "fill in the blank" by identifying aspects of their working and financial lives that they want to put an end to, and to work with a Merrill Lynch Financial Advisor to help them focus on what matters most when planning for and during their retirement years.

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