AGE Edwards AG

A.G. Edwards (NYSE:AGE), the financial services firm that took the most time-honored symbol for personal savings - the nest egg - and brought it to life through a compelling national advertising campaign last year, is extending the creative concept into 2006 with the launch of additional television, print and online ads. The company again expects to allocate approximately $20 million to the comprehensive effort this fiscal year. The new creative, which begins appearing nationwide today, broadens A.G. Edwards' popular advertising campaign introduced in 2005, which featured "nest eggs" of various sizes being nurtured and cared for by people in everyday situations. The new ads, which continue to humanize the nest egg, take the creative concept one step further by showcasing nest eggs in circumstances where sound financial advice is needed. "At a time when financial security looms large in the minds of many Americans, the concept of caring for and nurturing one's nest egg is clearly resonating with them," said Robert L. Bagby, A.G. Edwards chairman and chief executive officer. "Feedback on our nest egg campaign has been overwhelmingly positive and has helped boost overall awareness of A.G. Edwards." 2006 Campaign: Nurturing One's Nest Egg in New Ways The new television spots complement the firm's existing creative and continue to use intelligent wit to underscore A.G. Edwards' 119-year tradition of doing what's best for its clients and position the company as the firm of choice to help people care for, nurture and grow their nest eggs. "All of our new creative elements continue to lightheartedly feature individuals' nest eggs in a variety of situations," said Peter Miller, A.G. Edwards executive vice president and director of Sales and Marketing. "We believe these spots capture our straightforward, knowledgeable and personal approach to working with clients. To us, that's what 'client first' is all about." The new TV commercials, titled "Big Send Off," "Physical" and "Special Delivery," continue to depict nest eggs in familiar but unexpected settings and remind people of the importance of caring for their nest eggs in preparation for transitions in life, such as a job change or retirement. For example, "Big Send Off" shows a group of employees wishing a colleague well as he departs for a new job and then raiding his office for items he left behind. Upon realizing he forgot to pack up his nest egg, the man returns to his office and catches his colleagues in the act as a narrator says, "Leaving one job for another? Don't forget to take your nest egg. Objective financial advice can help you roll over your retirement plan." The new "Physical" spot whimsically portrays a nest egg getting a health assessment: at a doctor's office, the nest egg is measured, has its heartbeat checked, undergoes an MRI and is given a treadmill test as a voice says, "Is your nest egg in shape for retirement? Objective financial advice can help." As with the initial campaign, the television ads were directed by award-winning director and cinematographer Lance Acord. A.G. Edwards also added two new nest egg print executions and updated the online portion of the campaign. The new creative will appear in a broader array of lifestyle, news and business TV and print media and enjoy an expanded online presence. The A.G. Edwards nest egg advertising campaign was created by Minneapolis-based Carmichael Lynch. About A.G. Edwards & Sons, Inc. Drawn to the firm's client-first philosophy, individuals and business have turned to A.G. Edwards & Sons, Inc., for sound advice and access to a wide array of investment products and services that can help them meet their financial goals and objectives. Founded in 1887, A.G. Edwards and its affiliates employ nearly 7,000 financial consultants in more than 700 offices nationwide and two European locations in London and Geneva. More information can be found on agedwards.com. How We Do Business A.G. Edwards generally acts as a broker-dealer but may act as an investment advisor on designated accounts, and the firm's obligations will vary with the role it plays. When working with clients, the firm generally acts as a broker-dealer unless specifically indicated in writing. To better understand the differences between brokerage and advisory services, please consult Important Information About Your Relationship With A.G. Edwards on agedwards.com. Editor's note: To view the TV spots and print advertisements, go to www.agedwards.com/advertising