Cookerly PR Helps Solidify
Merrill Lynch as an Atlanta Leader

Overview

Financial services giant Merrill Lynch coordinates a national public relations campaign in 21 major markets to position itself as the industry leader. Cookerly Public Relations created media opportunities for Merrill Lynch in Atlanta by taking national company information and developing local news angles.

Objectives

As the agency of record for Merrill in the Atlanta region, Cookerly is charged with increasing visibility and awareness for the Merrill Lynch brand and positioning local Merrill financial advisors as experts in specifically identified practice areas such a wealth management, retirement and business financial services among others.

Strategy and Tactics

The agency works to raise awareness of the Merrill Lynch-Atlanta brand by establishing relationships between the company’s team of financial analyst-spokespersons and the region’s business media; and by securing strategic business networking opportunities and speaking engagements for Merrill Lynch advisors.

The agency maintains close contact with Atlanta’s financial reporters to provide information, pitch stories and secure placements and the team is always on the lookout for opportunities that may yield speaking engagements before influential organizations, membership in exclusive business organizations or appointments to high profile boards.

Results

For seven years, Cookerly has ranked at the top of Merrill’s 16 national markets for the number of media placements and speaking engagements obtained across a series of selected financial topics. The agency has secured hundreds of print and broadcast placements, outdistancing efforts made on behalf of Merrill Lynch in much larger media markets. Dozens of articles have appeared in Atlanta’s flagship newspaper, The Atlanta Journal-Constitution along with placements on every major TV and radio station and in every key business publication in the region.

Merrill representatives have been placed in speaking engagements before area Rotary Clubs, attorney groups, philanthropic organizations, foundations and other influencer groups. Major board appointments have been secured for an Atlanta private wealth advisor that were credited, by the advisor, with helping him secure a new client with more than $10 million in investable assets.

Cookerly has also supported Merrill Lynch’s sponsorship of the national Principal For A Day program in Atlanta for three years running, resulting in additional recognition for Merrill’s corporate responsibility.