Press Release

Release No. 0307-04
March 29, 2007

RAYMOND JAMES LAUNCHES DOUBLE-BARRELLED
AD CAMPAIGNS

St. Petersburg, Fla. – Raymond James Financial (NYSE-RJF) kicked off two national ad campaigns this month targeting consumers and industry professionals.

One campaign, “The Truth,” is directed to professional financial advisors to raise awareness of and stimulate recruiting for the St. Petersburg-based national financial services firm, with ads appearing in trade publications. The other campaign, “Numbers” invites individual investors to consult a Raymond James advisor, with ads appearing in a variety of upscale consumer magazines and on targeted cable networks.

The “Truth” campaign continues to build on the firm’s unique “AdvisorChoice” platform that allows advisors to affiliate with the firm on their own terms to build their practice on a business model that works best for their clients and their career objectives. The campaign depicts financial advisors touting the “truth” about challenges facing advisors at other firms.

The new strategy is the product of extensive advisor and senior executive consultation in the retail division’s five channels, significant market research and a variety of message testing.

Research identified the primary concerns of financial advisors who recently switched broker-dealer affiliations or who were considering a move. These were:

• Conflicts of interest (advisors resentment of “pushing” proprietary products)
• Lack of marketing support for their business
• Apprehension about potential mergers or acquisitions and the impact on the firm culture and their independence
• Lack of flexibility, support and choice of affiliation

The campaign runs from March through December and consists of four creative concepts addressing advisors’ concerns, each rendered in seven different ad sizes and styles. They appear in the print and online editions of industry trade publications, e-newsletters, direct mail and printed collateral.

The Atlanta-based Morrison agency collaborated with Raymond James Marketing – the firm’s in-house agency – to create the ads. As part of the new campaign, the firm re-launched its network of recruitment Websites through AdvisorChoice.com.

Campaign results will be tracked using publication-specific, toll free numbers tied to the individual publication.

“This campaign represents tremendous support for the firm’s recruiting activities” said Mike White, Raymond James’ Director of Marketing. “By reaching out to our audiences with messages that speak to the real concerns of the advisor community, we are demonstrating the differences and benefits of affiliating with Raymond James.”

The new consumer campaign, dubbed “Numbers,” launched this month in magazines such as Forbes, Coastal Living, Newsweek, National Geographic and Food + Wine. The campaign already has won a Gold Award in the Service Industry Advertising Awards competition which is judged on creativity and communication clarity. In April, two complementary TV spots will begin airing on CNBC, CNN, the FOXNEWS Channel and other cable networks nationally.

The creative concept is an extension of the Raymond James brand promise: “Individual Solutions from Independent Advisors.” Each ad depicts an investor, who is shown to be completely unique using a process of numerical elimination.

For example, a man is pictured playing in the surf with a young child holding a starfish, and the copy notes, there are 10,578 architects who will retire in 2010; of those 3,107 have a home on the coast; of which eight have a granddaughter named Chloe; of which only one will grow up to be a marine biologist. The copy underscores the independence of Raymond James’ financial advisors and their focus on the unique needs of individual investors – unique as the man featured in the ad. The television spots depict similar themes.

While the parallel ad campaigns are targeted to different audiences, there is a strong connection. In much the same way that financial advisors are attracted to Raymond James because the firm encourages their independence, so too are investors attracted to the firm’s individually designed financial plans from advisors who are not pressured to “push product.”

“Prospective advisors are consumers, too,” said White. “By reinforcing our philosophy of providing individualized solutions for each client, we also are highlighting our unique advisor-driven culture, in which Raymond James advisors are free to decide how best to meet their clients’ needs.”

The Fitzgerald Agency collaborated with Raymond James Marketing to create the consumer print ads and Digital Kitchen produced the television spots.

About Raymond James Financial
Raymond James Financial (NYSE-RJF) is a Florida-based diversified holding company providing financial services to individuals, corporations and municipalities through its subsidiary companies. Its three principle wholly owned broker/dealers, Raymond James & Associates, Raymond James Financial Services and Raymond James Ltd. have more than 4,600 financial advisors serving 1.6 million accounts in 2,200 locations throughout the United States, Canada and overseas. In addition, total client assets are approximately $195 billion, of which approximately $34.6 billion are managed by the firm's asset management subsidiaries.

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For copies of the ads or additional information, contact Anthea Penrose at 727-567-5283.
Please visit the Raymond James Press Center at raymondjames.com/media.