Bank of America’s Merrill Lynch Wealth Management unit has launched a new U.S. marketing campaign, “help2retire_____,” to illustrate individuals’ evolving retirement priorities and personal aspirations. Budgeted at $20 million, it launched Monday and is scheduled to run through the end of April on broadcast network and national cable TV, as well as print and online consumer and trade magazines, including sister publication Financial Planning.

The campaign encourages individuals to “fill in the blank” by identifying aspects of their working and financial lives they would like to put an end to by working with a Merrill Lynch financial adviser.

The campaign builds on Merrill’s “help2” campaign that debuted in October, in which the company highlighted personalized, insightful financial advice. The latest campaign's “blanks” range from “guesswork” and “confusion” to “rush hour,” “the routine,” long hours,” “the 6 a.m. train” and “9 to 5.”

The ads were a direct result of the Merrill Lynch Affluent Insights Quarterly survey, released Jan. 14, in which 51% of retired respondents said they would have preferred to have focused on a life goal rather than on a number (see “51% of Affluent Investors Rue Focusing on Numerical Goal”).

“Our research further shows how a recession has led to a renewed focus on core values that guide individuals in their retirement planning, such as family and friends, philanthropic endeavors and basic quality of life, health and wellness issues,” said Claire Huang, head of marketing for Bank of America Global Wealth Management.

“Developing a retirement strategy that addresses these issues and prioritizes what will matter most to an individual or couple during their later years requires the type of personalized relationship our financial advisers can provide,” Huang said.

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