A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

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Entry from March 19, 2006
“Bullish on America” (Merrill Lynch)
The investment firm of Merrill Lynch is symbolized by the bull, representing a bull market. Its famous ad campaign stressed that Merrill Lynch is "bullish on America."


Wikipedia: Merrill Lynch
Merrill Lynch & Co., Inc. (NYSE: MER TYO: 8675) is a global financial services firm. Through its subsidiaries and affiliates, the company provides capital markets services, investment banking and advisory services, wealth management, asset management, insurance, banking and related financial services worldwide. Merrill Lynch is headquartered in New York City, and occupies the entire 34 stories of the Four World Financial Center building in Manhattan. Plans were announced on 14 September 2008 for Bank of America to acquire Merrill Lynch, if approved by regulators and shareholders of both companies.
(...)
Merrill Lynch rose to prominence on the strength of its brokerage network (15,000+ as of 2006), sometimes referred to as the "thundering herd", that allowed it to place securities it underwrote directly. In contrast, many established Wall Street firms, such as Morgan Stanley, relied on selling groups of independent brokers for placement of the securities they underwrote. Until as late as 1970, it was known as the "Catholic" firm of Wall Street. The firm went public in 1971 and has since become a multinational corporation with over US $1.8 trillion in client assets, operating in more than 40 countries around the world. In 1978, it significantly buttressed its securities underwriting business by acquiring White Weld & Co., a small but prestigious old-line investment bank. Merrill Lynch is best known for its Global Private Client services and its strong sales force.

Merrill Lynch -- Our History
1971
After years of planning, Merrill Lynch goes public, the second Big Board member to do so, but the first to have its shares listed on the exchange.
During a baseball World Series that saw the Pittsburgh Pirates edge out the Baltimore Orioles, Merrill Lynch introduces its "Merrill Lynch is bullish on America" ad campaign in a television commercial.
1973
To provide more flexibility, the firm becomes the first in the securities business to adopt a holding company format, with Merrill Lynch & Co., Inc. as the parent and Merrill Lynch, Pierce, Fenner & Smith as the operating subsidiary.
1974
Symbolizing growth, strength, optimism and confidence, the Bull logo is introduced and becomes the trademark on which all of the financial service subsidiaries of Merrill Lynch & Co. will be identified.

7 October 1971, New York Times, Advertising, pg. 80:
Merrill Is Setting the Bulls Loose
From across the barren plain there comes the far-off thunder of thousands of hoofs and then in the distance appears a stampeding herd of cattle that charges right into your living room. The message is there for all to see, "Merrill Lynch is bullish on America."

And with a cloud of dust during the World Series telecast this Saturday, Merrill Lynch, Pierce, Fenner & Smith will launch the first major national TV campaign in the investment company field.
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...some keen chaps from Oglivy & Mather screened the spot yesterday and also supplied some information on the campaign.

The company recognizes the national ills, pollution, urban blight, monetary problems, they said, but they are still optimistic for the country. The "bullish on America" spot was shot in Mexico. That's where the fighting bulls are, you know.
Posted by Barry Popik
New York CityBanking/Finance/Insurance • (1) Comments • Sunday, March 19, 2006 • Permalink


Please note,My father Roger Butler worked for the fine chaps @ O&M at the time, and is the one who came up With the slogen, He has died, But it’s our “Family clame to fame” And even thou Merril tryed to loose it for a wile, It lives on!!Brovo Roger Lee Butler, His proud son& Family.

Ken Butler

Posted by Kenneth B Butler  on  03/28  at  05:05 PM

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