NEW YORK, January 30, 2013 — BNY Mellon today launched a new global brand campaign that highlights the company's unrivaled ability to manage and service investments globally to help its clients succeed. Highlighting the company's capabilities as "The Investments Company for the World," the campaign emphasizes how BNY Mellon helps clients at every stage of the investment lifecycle by creating, trading, holding, managing, servicing and distributing their financial assets.

"Our new brand is centered on powering global investments and being invested in our clients' success through the commitment of more than 48,000 dedicated professionals in 36 countries," said Gerald L. Hassell, BNY Mellon chairman and chief executive officer. "By understanding our clients' needs, building relationships and providing insights, we will continue to build on our global leadership in managing and servicing investments."

BNY Mellon delivers informed investment management and investment services to institutions, corporations and individual investors through its client-focused, innovative efforts in more than 100 markets. BNY Mellon's insight is backed by its unique perspective that comes from having $26.7 trillion in assets under custody and administration, and $1.4 trillion in assets under management as of December 31, 2012.

As part of the new campaign, BNY Mellon is launching a series of digital, print and video advertisements globally. Media will include Barron's, Bloomberg, Financial Times, New York Times, Reuters and Wall Street Journal. Additionally, to mark the launch of the campaign, Hassell and other company representatives will ring the closing bell at the New York Stock Exchange today (Wednesday, January 30, at 4 p.m. EST).

To view the online campaign videos, click on either of the links below: 
http://www.bnymellon.com/invested/biologist.html 
http://www.bnymellon.com/invested/school.html

BNY Mellon is the corporate brand of The Bank of New York Mellon Corporation (NYSE: BK).  Additional information is available on www.bnymellon.com, or follow us on Twitter @BNYMellon.