Pershing Success Story

Pershing, a subsidiary of BNY Mellon Corporation, provides global financial solutions to advisors, asset managers, broker-dealers, family offices, fund managers, registered investment advisor firms and wealth managers.

Needless to say, they were not your typical radio advertiser. In fact, as a very conservative firm in finance, they do very little traditional advertising at all. And while Bloomberg Radio might seem like a natural fit, the medium of radio was not only new to them, but well off their radar.

It was a long "getting to know you process," but investing in relationships can deliver a huge ROI and eventually Pershing did their first campaign 3 years ago. Looking to Bloomberg for guidance, they worked together and created spots using the voices of some of their top executives that helped tell their story for different lines of business. Additionally, Bloomberg Radio did a "live broadcast" from their annual conference. This broadcast was a perfect fit – the majority of their clientele is in the financial industry and Bloomberg radio is recognized as the business platform.

Over the past couple of years, we've made adjustments - adding to the schedule, promoting the conference itself and even tweaking the creative by "adding music beds." The result has been a successful campaign and partnership. We are fortunate to have a client who is a great partner, continues their support and a believer in radio.

"Thanks to each of you for a great partnership and tremendous execution of the program this year. It was another great year and I think everyone saw the value in deepening this year's partnership." - Pershing Marketing Executive