The challenge was significant: lure affluent individuals away from the long-established, better-known financial institutions based in New York City to regional wealth manager, PGB Trust & Investments. Block & DeCorso’s two-tiered strategy a) positioned PGB as a long-term trusted advisor; and b) created an emotional connection with the target audience.

The advertising campaign – print, online, and radio – showed an understanding of wealthy individual’s frustration with financial complexities: “My husband left me a fortune. Unfortunately.” and ”Rock climbing keeps me young. Investment decisions age me.”