Moors & Cabot is a Boston-based wealth management firm, in business for more than a century. The firm was full of dinosaurs; the average age of their financial advisers was 50+, which made it difficult to recruit young brokers to the firm. The solution was to talk to promising young brokers in a language they would understand. The piece was also supposed to shift young brokers' perception of the firm. The result was "The Other Way," positioning M & C as refreshing alternative to the standard large wire-house model.