Merrill Lynch is launching a new multi-year online advertising campaign focused on clients' life priorities, aiming to bolster its image with current and prospective clients as a goals-based wealth management firm.

The new campaign, dubbed "Life. It's a Totally Different Beast," will appear on lifestyle websites as well as traditional financial news websites, such as Forbes and The Wall Street Journal, says John Hutto, head of marketing at the wirehouse. One image shows a woman performing yoga, with the line: "Health. It's a Totally Different Beast." Another image shows an aging man decked out in racing gear and on bicycle.

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