What’s Next?

The ultra-high net worth (UHNW) audience wants to do more with their wealth — for themselves and for the world around them. They never stop chasing their ambitions, and with every success they check off their list, there’s another bigger idea waiting right behind it. With this insight, we repositioned Bank of America Private Bank as the financial partner that helps the UHNW put theirwealth to work as fuel for their personal passions and greater social purpose.

The new creative platform “What’s Next” recognizes the UHNW audience’s desire to actively seek out the next milestone in their journey and shows how Bank of America Private Bank helps the UHNW write the next, best chapter of their personal story. This idea shines through in the creative assets using the incredible imagery we captured on a photo shoot last fall, combined with the page-turn visual device and action-oriented headlines and copy.