"But to bring that heritage to a larger, more diverse audience, the firm last year launched efforts around sports and advertising. The firm partnered with the football Big 12 Conference to become the title sponsor of the conference championship and the first official wealth management partner for an event which includes universities like Oklahoma State, West Virginia and Kansas State. The partnership included charity efforts combating food insecurity and increasing financial literacy."
"HEMA WIDHANI: I think about it as a brand moment, but I also think about it as participating in culture. We're really trying to expand our audience to a more multigenerational audience. The wealth management space tends to be for rich people, and we are really trying to make sure that wealth management is accessible to everybody. We're trying to targ"
Edward Jones leveraged sports and advertising to broaden its audience beyond traditional clients. The firm became the Big 12 Conference title sponsor and the first official wealth management partner for the conference championship, pairing that sponsorship with charity work to combat food insecurity and boost financial literacy. The firm also extended a "Let's find your rich" campaign with Milo Ventimiglia in TV and digital spots portraying a financial advisor exploring consumer priorities. Hema Widhani joined as chief brand, experience and marketing officer in June 2025 after a decade-plus at Prudential and emphasized accessibility and multigenerational reach.
Read at www.marketingdive.com
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