That is what happened to 32 employees at J.P. Morgan & Co. ranking from vice chairman all the way down to associate. They now appear in black-and-white print ads and 30- and 60-second television spots promoting the $269 billion-asset banking company. Their presence has helped humanize one of Wall Street's most staid institutions.

"I can help build companies. I can help build futures. I can do without doubters," reads one full-page print ad featuring a close-up of John Rhea, a vice president in Morgan's investment banking group who specializes in consumer and retail companies. "I work for J.P. Morgan."

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