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• Position: Print Series: NBC Wealth Management - Brief Article

Institution: NBC Wealth Management, a subsidiary of National Commerce Financial Corp., Memphis, Tenn.

Assets: $23 billion

Agency: Perdue Creative, Memphis, Tenn.

When it comes to investment management and financial planning, banks have not typically been "top of mind" for upwardly mobile business owners, professionals and other wealthy investors. This ad series had two purposes (1) to reposition the bank as a financial adviser and (2) to introduce the newly formed NBC Wealth Management Group as a solution to these individuals' needs.

The agency was asked to present a combination of independent business groups--private banking, trust services and investment management--as a single source for all issues related to wealth management. The target demographic was wealthy professionals, business owners and individuals who were...