The What:

Introduce M&T Bank's business valuation service to an audience of accountants and lawyers.

And How:

Valuation is the process of putting a price tag on a business - something we took literally when developing this campaign for M&T. By designing four unique print ads, each one about a different benefit of the valuation service, and five separate direct mail pieces, we turned a common service into an uncommon and striking succession of ads and direct mail brochures, all linked by the dollar sign.