Edward Jones tries something ‘different’ in first Canadian brand campaign

Financial services firm Edward Jones has launched its first brand campaign specific to the Canadian market, where the brand has shown strong growth.

Called “We Do Money Differently,” the campaign was developed with creative partner Mass Minority and aims to show how “wealth management is about more than money and assets,” according to Mieka Puzniak, head of marketing with the firm.

“We look beyond the accumulation of wealth and traditional definitions of retirement, as those things focus on the end game instead of what is uniquely important to each client along the journey of life,” she adds. “Our financial advisors build personal, trusted relationships with clients to help them achieve their life goals. This philosophy is the essence of our new campaign.”


The effort is anchored by a 60-second spot that uses artistic collage as a medium to tell the story of a person’s journey through his life. As the person moves through the chapters of their life, new priorities surface and the role that personal wealth plays in achieving life goals is highlighted.

But, the spot suggests, many people are going through life following someone else’s financial plan – rather than defining what is important to them and managing their finances in a way that will let them get the most out of money and their life.

“There has been a shift in priorities for many Canadians,” says Puzniak. “Rather than putting complete focus on saving for retirement, many are interested in finding a balance between wellness and wealth. The campaign’s core messages and creative aim to incite Canadians to take a step back and consider what their life’s ambitions are and how money can support those ambitions.”

The campaign is launching in a key growth market for the brand. Since 2018, Edward Jones Canada has grown from $30 billion to $52 billion in assets under care, making it the second-largest independent full-service brokerage in the country.

Mass Minority handled the buy, which includes a national TV presence with focus in news, specialty stations and high-impact programming, paid digital and search, as well as radio and digital audio (including podcasts and Spotify). It has also provided marketing resources to its 850 advisors to help hammer the campaign home for current and prospective clients.

Proof Strategies handled PR for the campaign.