New Edward Jones campaign helps Canadians chart a path to prosperity

News release | Sept. 5, 2023

“We do Money Differently” campaign invites Canadians to rethink how they balance living vs. saving

MISSISSAUGA, ONTARIO – September 5, 2023 – Edward Jones today launched a new multi-media brand campaign called “We Do Money Differently” centered around a core theme; money is a thing, but it’s not everything.

We Do Money Differently showcases Edward Jones’ unique approach to serving clients and how improved balance and financial outcomes can be achieved when the focus is put on what is most important to each, individual client. “Wealth management is about more than money and assets,” said Mieka Puzniak, Head of Marketing, Edward Jones Canada. “We look beyond the accumulation of wealth and traditional definitions of retirement, as those things focus on the end game instead of what is uniquely important to each client along the journey of life. Our financial advisors build personal, trusted relationships with clients to help them achieve their life goals. This philosophy is the essence of our new campaign.”

This unique approach to wealth planning has resulted in strong client satisfaction and growth. Edward Jones clients ranked Edward Jones Canada the Highest in Investor Satisfaction with Full-Service Wealth Management Firms in the J.D. Power 2023 Canada Full-Service Investor Satisfaction study. Furthermore, Edward Jones Canada has grown from $30 billion to $52 billion in assets under care since 2018, making the firm the second-largest independent full-service brokerage in Canada.

To bring the campaign to life, Edward Jones partnered with their creative agency Mass Minority. New creative assets feature artistic collage scenes that reflect an individual’s journey through life. In a video treatment, the person in the story is taken through a flow of seamless collage elements taking them from one life chapter to another, depicting competing life priorities, the role of money, and finally achieving that balance where wealth meets wellness. The campaign also includes client story elements that feature clients telling real stories of how partnering with their Edward Jones advisor has made meaningful differences in their lives.

Edward Jones recognizes that Canadians face unique financial challenges. “There has been a shift in priorities for many Canadians,” added Puzniak. “Rather than putting complete focus on saving for retirement, many are interested in finding a balance between wellness and wealth. The campaign's core messages and creative aim to incite Canadians to take a step back and consider what their life’s ambitions are and how money can support those ambitions.”

The fully integrated brand campaign includes a national television media buy in news, specialty stations and high impact programs, paid digital and paid search advertisements, and radio and digital audio channels, including podcast and Spotify advertisements. Edward Jones has also provided local marketing resources for its 850 advisors to help them demonstrate how they do money differently with their current and prospective clients.

Creative & Media Agency: Mass Minority
Visual Effects: The Vanity
Music: Vapor
Artist: Mark Murphy
Public Relations: Proof Strategies

About Edward Jones

Edward Jones is a full-service investment dealer which provides a range of investment products, services, and solutions to retail investors. We have 850 financial advisors in Canadian communities from coast-to-coast. A member of the Canadian Investment Regulatory Organization and the Canadian Investor Protection Fund, the firm is also a participating organization in the Toronto Stock Exchange. Edward Jones has been ranked #1 nine times in the last 11 years in the J.D. Power Canada Full-Service Investor Satisfaction Study. For more information, visit

For more information or to arrange an interview, please contact:

Yana Bayanova, Edward Jones
[email protected]
(905) 306-8944

Juliet Camus, Proof Strategies for Edward Jones
[email protected]
(905) 988-3466