Merrill Lynch is kicking off a new marketing campaign featuring its first use of its famous bull since the mid-1990s. It has also readopted a slogan for the first time in a year ago when it dropped its "Be Bullish" slogan.

The new catch phrase for the campaign is "Total Merrill". It is paired with the slogan, "We see your financial life in total" in the marketing efforts. The wirehouse is building its campaign around new services such as retail checking and mortgage lending rather than investment services.  

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