Advertising financial services during the Covid-19 pandemic required foresight and adaptability. Before the pandemic, I concepted a municipal bond campaign aimed at investors seeking tax-efficient income amid record-low interest rates and surging equity markets. When the pandemic triggered a market downturn followed by a “K-shaped” recovery—where some sectors thrived while others lagged—our messaging shifted to address market dynamics, including supply chain disruptions, interest rate uncertainty, and sector volatility. The challenge was to help advisors adjust to evolving economic conditions and guide their clients toward stability and growth.

We created a series of campaigns that leveraged market narratives to engage advisors and support their portfolio strategies.

• Municipal Bonds Video: This concept spotlighted America’s most iconic public works projects—the Erie Canal, the Golden Gate Bridge and the Hoover Dam—to show the enduring strength of municipal bonds for tax-efficient income generation.

• Volatility Management: Our video positioned NYLI boutiques as uniquely suited to help advisors weather market swings and build long-term portfolio resilience.

• ESG Campaign: A digital campaign that spotlighted the commitment of New York Life Investments to sustainable investing.

• Boutique Brand Campaign: A focused initiative to amplify the unique strengths of Madison Capital, their dedicated private markets alternative boutique.  

• Annuities Email Drip Campaign: A lead-nurturing series aimed at demystifying annuities and positioning them as stable income solutions.

• Infrastructure Investing Ads: Targeted digital ads promoting investment opportunities in America’s growing infrastructure sector.

• High-Conviction Ideas Landing Page: A curated resource tailored to top advisors, featuring actionable strategies across asset classes.

Through thoughtful storytelling and data-driven messaging, these campaigns aimed to help advisors navigate uncertainty and uncover opportunities over the long-term.