MERRILL LYNCH BULLISH ON CANADA IN NEW CAMPAIGN
By Adnews Staff
Toronto-based financial management company Merrill Lynch Canada Inc. has released the first in a series of communications initiatives for 2002. Using the theme "Bullish on Canada," print advertising broke last week in newspapers and magazines. The headline reads, "How did Merrill Lynch become Canada's leading global investment bank?" According to Merrill Lynch, the ad is designed to reinforce its record as the leading investment bank in Canada by highlighting its strength in investment banking, equity and debt sales as well as trading and research. Initial communications activities also include a direct mail piece to 1,000 Canadian CEOs. Additional initiatives for 2002 may include future ads continuing with the "Bullish on Canada" theme.