Pittsburgh-based Mellon Financial Corp. will kick off a new branding campaign Monday with an advertisement in the Wall Street Journal. The campaign comes after the company realigned its strategy in an effort to grow its asset management and institutional services businesses, the firm said in a statement.

"Our updated message reflects the new company we’ve become," said Martin McGuinn, the company’s CEO.

Mellon says the campaign, which will include print and broadcast spots, will emphasize that customers can easily discern between poorly performing firms and those that excel. The campaign’s tagline is, "The difference is measurable."

Spots are expected to run in business and industry publications as well as on business-related TV shows through 2003.

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