Plante Moran

How We Challenged It Rather than defaulting to the familiar financial-services playbook, Rival embedded itself as an extension of Plante Moran’s internal team, bringing senior, integrated thinking across strategy, creative, and media from day one. We challenged the organization to commit to a long-term position they could grow into, rather than a short-term campaign designed to blend in. This meant prioritizing depth over volume, clarity over complexity, and human insight over abstract financial promises, helping a traditionally conservative category move with confidence. Making It Real The belief came to life through the Personal Definitions of Wealthy platform, designed to move beyond generic markers of success and reflect the lives people are actually working toward. By spotlighting unexpected, deeply human aspirations, such as opening a rescue animal farm or opening an ice cream shop with your significant other, the work positioned Plante Moran as a partner in building the life that matters most, rather than just another firm selling financial outcomes. The campaign launched across broadcast, radio, TV, streaming, and digital channels, supported by a robust media buy. Strategic placements, including moments like Ryder Cup weekend, ensured the message showed up where trust, aspiration, and long-term thinking mattered most. What Changed Clear positioning: Established making wealth management personal as a distinct, ownable stance Category disruption: Rejected impersonal, one-size-fits-all wealth narratives in favor of human meaning Internal adoption: Achieved rare, full buy-in across a traditionally risk-averse financial services organization Momentum: Sparked ongoing partnership expansion, including future culture and paid media initiatives

Plante Moran Wealth Management X Rival: Confronting an Impersonal Industry with a Personal Decision