Marketers praise Shawmut for ads designed to entice the wealthy.

The Bank Marketing Association has honored a unit of Shawmut National Corp. for an advertising campaign aimed at high-net-worth individuals.

SNC Investment Counseling took top honors in tile direct-mail category of the annual advertising awards competition sponsored by the trade association.

SNC's campaign. "The Full Measure of Success," targeted individuals with at least $1 million to invest. The direct-mail package included writing paper, business cards, a folder, and an 18-page brochure.

Services Described

The brochure describes SNC Investment Counseling's services, emphasizing the range of strategies it employs on behalf of its clients.

Concepts such as "confidence" and "value" are highlighted in large type on half pages inserted throughout the 8 1/2-by-11-inch brochure.

The piece blends images of the past with images of the future. Photos of antique compasses, pocket watches, and sextants are spread throughout the copy.

These photos, along with the pictures of stock certificates, globes, and piles of gold coins underscore SNC's connection to Hartford, Conn.-based Shawmut, one of nation's oldest banks.

The Good Life

This message is further highlighted by a smattering of more modern photos, including one of a large home in the country and another featuring a stack of international currency.

At the end of the brochure, a close-up of a finger tapping a computer key board is featured on a half page. All the materials are marked by the SNC gold leaf logo, with navy blue borders and backgrounds.

Paul Tracey, vice president of SNC Investment Counseling, said the company developed the campaign to reach prospective clients who are "wealth creators."

"Our clients are different from clients on the trust side who tend to be wealth preservers,'" he said.

Emphasis on Income

Trust clients tend to be more interested in generating and income stream from their money, Mr. Tracey explained.

In addition, SNC Investment Counseling encourages a higher degree of client/counselor interaction. "We see ourselves as educators, not just managers," said Mr. Tracey. "It was important that we convey this message in our print materials."

"You have one chance to make a first impression," Mr. Tracey said. "You have to do it right, and you have to do it with quality."

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