Make More than Just a Living in New Campaign for Edward Jones

Lowe Campbell Ewald have created a new recruitment campaign for Edward Jones. The centerpiece of the campaign is an online video titled “Notes of Thanks,” targeting individuals with 5-8 years of professional experience who would consider a career change but are not actively looking. The goal is to encourage this target to rethink what they want out of a career – something that is meaningful and rewarding. They also want viewers to share the video with anyone they know who may be looking for a more rewarding profession. Edward Jones is looking to grow to 20,000 financial advisors by the year 2020.

The video demystifies the role of an Edward Jones Financial Advisor by showcasing the human element of helping clients, whether that’s in the office or out in the community. At Edward Jones, Financial Advisors can make a difference in the lives of clients. The video ends with the message: “Make More Than Just a Living.”

This strategy – focusing on the relationship aspect of the career – is unique to the financial category. Edward Jones Financial Advisors run professional practices but get to know clients on a personal level. This is something the target may not realize about a career at Edward Jones – it's about helping people. 

The video will be housed in several areas of the Edward Jones Careers website and YouTube, and also sharable on social media platforms. Full credits are below. 

Credits

Agency:

Lowe Campbell Ewald

Account: 

Kathleen Donald, Chief Operating Officer

Michelle Rossow, Account Director

Cristina Cecchetti, Senior Account Supervisor

Aubrey Verlin, Senior Account Executive 

Amanda Collier, Account Executive

Rosalind Dixon, Account Coordinator 

Strategy: 

Susan Hommel, Director Strategic Planning

Creative:

Jon Stewart, Group Creative Director

Jenn Thomas, Associate Creative Director

Chad Woolums, Associate Creative Director 

Amy Wolfe, Art Supervisor

Kyle Strace, Art Director 

Digital: 

Jason Macemore, Associate Director Digital Strategy

Joannie Matiyow, Senior Digital Project Manager

Production:

Matt Duggan, Senior Integrated Producer 

Martha Torre Carter, Director of Operations, Integrated Production 

Jeanne Webber, Director, Business Affairs

Matt Burns, Senior Editor

Stephen Palmer, Operations Manager

Social Media:

Mike Metz, Social Media Strategist

Mike Hoffman, Assistant Social Media Analyst

Legal:

Veronique Tu, Attorney

Todd Chawansky, Attorney 

Media: 

Daniel Rioux, Director, Media Planning

Russ Scott, Senior Media Planner

Simone Thomas, Digital Media Planner 

Analytics: 

Janice Easton, Director, Strategic Analytics 

Andrew Sarcona, Manager, Digital Analytics

Photographer: Brian Sorg

Production Company:  The Work

Director: The Work

Executive producer: The Work

Line Producer: The Work

Audio Mix: John D'Agostini, Audio Engineer