The firm has partnered with creative agency Havas New York to highlight the stories of three of its philanthropic clients who leverage the group’s Active Wealth practices.

Wealth managers are trying to change people's perception of what it means to be wealthy. They seek to impress clients and the wider industry, while helping various good causes, attracting new clients and improving the image of the industry. 

BNY Mellon’s campaign is aiming to break stereotypes of wealth by displaying the purpose-driven ventures of BNY Mellon WM’s clients and how they partner with the firm for the betterment of society. The clients feature in a series of interviews and portraits shot by world-renowned photographer Nadav Kander and Emmy-nominated director Nadia Hallgren.

The clients speak of their active pursuits and how the brand is providing them with resources to make a bigger impact. 

“Nadav and Nadia engaged in intimate, unscripted dialogues with our clients, capturing their passion for social impact authentically,” Kirti Naik, head of marketing and communications at BNY Mellon Wealth Management, said. “We’re proud to see how our wealth managers support clients in building legacies and telling their stories; and, most of all, we’re proud of how BNY Mellon WM is a part of their lives.”

The series features Heidi Murkoff, author of What to Expect When You’re Expecting and women’s health advocate; with her husband Erik Murkoff, she also founded the What to Expect Project to “empower, educate, support and nurture moms around the world.” Another client is Jamshed Mulla of the non-profit Suited for Change which equips women in need with professional attire, coaching and skills training. The third client featured is Dr Lyndon Haviland, who has more than 25 years of experience in domestic and international public health. At the end of each spot, fine art portraits of each client are shown and the causes closest to their hearts are revealed.                                   

“We decided to engage Kander and Hallgren because we wanted to create a portrait of the new aspiration for wealth. One that’s not just focused on portfolio growth, but the influence people can have on society at large,” says Nick Elliott, creative director, Havas New York.

“Do Well Better” is the first campaign from BNY Mellon that highlights social impact initiatives from their clients, sharing its vision for aligning people, planet and profit. It comes on the heels of Havas New York’s B Corp Certification and represents a shared vision between the two companies for aligning people, planet and profit.
 
The world’s wealth hit half a quadrillion dollars last year, with a quarter of it owned by high net worth individuals. .