BNY Mellon Wealth Management says Do Well Better

BNY Mellon Wealth Management has collaborated with Havas New York, the North America flagship agency for Havas Creative Group, to highlight its philanthropic clients who leverage Active Wealth practices to Do Well Better and increase their positive impact on society. 

The campaign looks to break stereotypes of wealth by displaying the purpose-driven ventures of BNY Mellon WM’s clients and how they partner with the firm for the betterment of society. To do so, Do Well Better features a series of interviews and portraits shot by world-renowned photographer, Nadav Kander, as well as award-winning filmmaker and director, Nadia Hallgren who are both repped by Chelsea.

“Kander and Hallgren engaged in intimate, unscripted dialogues with our clients, capturing their passion for social impact authentically,” said Kirti Naik, Head of Marketing & Communications at BNY Mellon Wealth Management. “We’re proud to see how our wealth managers support clients in building legacies and telling their stories; and, most of all, we’re proud of, how BNY Mellon WM is a part of their lives.”

“We decided to engage Kander and Hallgren because we wanted to create a portrait of the new aspiration for wealth. One that’s not just focused on portfolio growth, but the influence people can have on society at large,” says Nick Elliott, Creative Director, Havas New York.

Havas New York CCO Dan Lucey added, “We wanted to grab the attention of an entrepreneurial, forward-thinking audience, which is energized by business, new ventures, philanthropic efforts, and bringing a productive mindset to wealth.”

At the conclusion of their respective interviews and photo-shoots, each one of BNY Mellon WM’s clients received a fine art portrait that marked the experience and how their personal story helped to inform it.

Do Well Better is the first campaign from BNY Mellon WM to highlight their clients’ social impact initiatives. It comes on the heels of Havas New York’s B Corp Certification and represents a shared vision between the two companies for aligning people, planet and profit.