commercial analysis for bny mellon
TRANSCRIPT
TV COMMERCIAL ANALYSIS
Outline Introduction
Brief information about the bank
Recent financial activities
TV commercial
Evaluation of the commercial
Who We Are
BNY Mellon is an investments
company. We provide investment management, investment services and wealth management that help institutions and individuals succeed in markets all over the world.
Who We Are
Established: 1784
Founder: Alexander Hamilton
Headquarters: One Wall Street
Ticker Symbol: BK
Who We Are
$28.5 trillion assets under
custody and/or administration
$1.7 trillion assets
under management
100+ markets
Mission
"Our Vision and our Values guide us in creating an environment where our clients' expectations and our shared, enduring values drive the decisions and behavior of our entire organization."
Vision
"We strive to be the acknowledged global leader and preferred partner in helping our clients succeed in the world's rapidly evolving financial markets."
Objectives
BNY Mellon is an investments institution. We
provide investment management, investment services and wealth management that help institutions and individuals succeed in markets all over the world.
Values
Integrity
Respect
Personal Responsibility
Teamwork
Excellence
Corporate Social Responsibility
Invested Our approach to social responsibility has evolved
beyond our already strong employee engagement, environmental stewardship and community commitments. Now, to complement BNY Mellon’s role in global capital markets, we’re invested more than ever — invested in our people, invested in market integrity and invested in the world.
Information Name: Bank of New York Mellon Rating/Ranking:
Awards: -Best in Collateral Management -Best in Securities Lending Triple A Asset Servicing Awards -Best US Private Bank -Best Private Bank for Family Offices Family Wealth Awards -#1 Overall -#1 Collateral Management Tri-Party Survey Global Investor/ISF, 2014 -Best FX Research -Best Technical Analysis -Best Forecasts World’s Best Foreign Exchange Providers Global Finance, 2014 -#1 Overall Corporate Trust Service Provider, Globally -#1 Global Custodian -Most Innovative Project of the Year -Collateral Manager of the Year -Best Prime Broker for Innovation
Recent Financial Info March 11, 2015
BNY Mellon to Repurchase Up to $3.1 Billion of Common Stock
February 17, 2015 BNY Mellon Announces Adjustment to Fourth Quarter 2014 Financial Results
January 23, 2015 BNY Mellon Reports Fourth Quarter Earnings of $807 Million or $0.70 Per Common Share
The TV Commercial
Identification Elements
Name & Logo • The Name and
logo is clearly shown
Motto • They have not
made use of a slogan or tag line, however that is because they don’t own one.
Values • Communicating
beliefs, organizational culture, perspective of social responsibility
is the main goal of
this advertisement.
Objectives Target Market
Very clearly identified ‘Investors’ as their target Market.
The use of words such as: Investment Management, Investment cycle, Bonds, Advisor, multiple use of the word ‘Invested’.
Demonstrating their core competencies such as Innovation, global solutions and practice oriented nature.
The images of stock price, financial advisors, people dressed like investors clearly appeal to the target market they are focusing on.
The Message IMPORTANT ELEMENTS • Informative, yet
persuasive at the same time
• Positive • Consistent with
mission and vision: Indicates that the focus is on specialize in financial services and investment banking.
• Value Driven
MAIN MESSAGE • Combining powerful
offerings in Investment Management and Investment Servicing, BNY Mellon offers a unique view of the investment universe.
MAIN PURPOSE • This video provides
an intimate look at the people and stories behind BNY Mellon and shows how they make a meaningful impact on people's lives.
• Encouraging Social Responsibility and informing investors that BNY Mellon is the solution to t o not just investment transaction but also their quest of positive global solution.
Language English
Well-structured
The speaker: very clear sentences and easy to understand
The employees: clear and enthusiastic
Visuals Sending the words messages using visuals
Clear and eye-catching
Affecting both minds and feelings
Using both genders and different races to show diversity in the workforce
Using different locations in the video
Using a variety of colors
References • https://www.bnymellon.com/us/en/who-we-are/#
• http://manonamission.blogspot.com/2005/07/bank-of-new-yorks-bny-mission.html
• https://www.bnymellon.com/us/en/investor-relations/index.jsp#ir/credit-ratings