"Who's Helping You?' Theme of BNY Mellon global branding campaign.

• Position: Marketing News

The merger in 2007 of The Bank of New York and Mellon Financial Corp., Pittsburgh, created the world's largest asset servicing and asset-management company. The new entity, BNY Mellon, Pittsburgh, decided to create a new global brand for the $27 billion company. The bank decided to use the tagline, "Who's Helping You?" to appeal both to clients as well as employees. This year, the campaign will be adapted for use in acquiring new...