Bank of America’s [BAC] U.S. Trust unit is embarking on a new advertising campaign aimed at ultra-high-net-worth individuals. The “What Is Worth?” campaign is an attempt to demonstrate to potential clients U.S. Trust expertise in managing both their tangible and intangible assets.

The campaign, which officially launched Sunday May 2 and will run through December, replaces “wealth management” with “worth management,” a relatively subtle semantic switch that U.S. Trust hopes will convince the very wealthy that it isn’t just after their money; it wants to be an integral part of their life, wealth and estate plans.

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