The launch of Ameriprise Financial was the 6th largest spin-off in US business history. The marketing job we tackled was to leverage the huge equities of the former name – American Express Financial Advisors – and parlay them onto the creation of a new, unknown brand name in a crowded category of competitive sameness. We credit the success of this new, healthy brand to a sharp, bold positioning, approved by a brave, determined client-side CMO, that resulted in category re-defining Creative. It all came together at launch for Ameriprise. How? A ton of work. And may Dennis Hopper RIP.