HighTower Advisors set out to return the field of financial advising to its roots: being true fiduciaries to their clients.
Building a network starts with a single person. Then a single partnership. After awhile, people start seeking you out to join. In order to get their message out, and find like-minded financial advisors, HighTower enlisted BBG to help design a highly-targeted website to help recruit the best and highest-worth advisors in the country while maintaining an air of exclusivity via personalized touches and interactions. This campaign included a microsite with numerous personalized touches that happen behind a passcode-ed wall, individualized booklets, and several rounds of ideation for personalized direct mail campaign pieces to drive people to use their passcode on the website.