DundeeWealth, a subsidiary of Scotiabank, has announced it will rebrand as HollisWealth on Nov. 1.
The company is a financial advisory firm that employs more than 900 advisors across the country.
The new name is an attempt to emphasize the company’s link to the bank, inspired by Scotiabank’s historic head office at 188 Hollis St. in Halifax.
Scotiabank acquired DundeeWealth in 2011, and their licence to use the name expires on Feb. 1, 2014.
“[The name] connects it to the rich history and stability of the bank,” said Tuula Jalasjaa, managing director and head of the HollisWealth retail advisor network.
The name change will be promoted with a three-week advertising campaign in 154 publications across the country that begins Nov. 4. Ads will also roll out in NHL arenas, as well a digital ads on NHL team’s websites.
In addition, the company has launched a new website and a national speaker series that begins Nov. 6 with expert Patty Randall about long-term care and planning.
English and French PR for the change has been handled by High Road Communications. The company also works with Scotiabank’s agency of record, Bensimon Byrne.
