Financial

Bessemer Trust B2C print: This announcement gave a stuffy East Coast wealth management firm a Texas-style voice — plainspoken and no-holds-barred. 

Bessemer Trust

Bessemer came into Houston right when energy revenues were minting millionaires at pace unseen anywhere else in the country.  Many of these entrepreneurs didn’t know Bessemer, and those who did thought it was a starchy firm from the Northeast. Which it is. But for this announcement we gave it a Texas-style voice — plainspoken and no-holds-barred. Wealth management firms don’t talk this way. We wanted to show Bessemer was different: a firm started by one of America’s oldest financial dynasties that still had some of that wildcat entrepreneurial spirit. 

Bessemer Trust

With energy prices soaring, it was boom time again in Houston and folks in the energy business were feeling pretty bulletproof. Bessemer, a Northeastern firm possibly unknown to them, was rolling into town with a sobering message told in blunt English: Invest your windfall with people who’ve been keeping family fortunes intact for over a century, or take your chances and maybe lose it. Wealth management companies are usually formal, stiff — even pompous. We chucked that for a no BS approach that Texans could appreciate.