Brokerage Taps Louis London

Louis London bested four other St. Louis shops to secure a $5-10 million branding project from the Edward Jones investment firm.
The yearlong branding effort could lead to a continuing relationship, although the company has not yet decided whether it will hire an agency of record, said Mark Eckert, media specialist at St. Louis-based Edward Jones.
The review began in the summer and came down to five finalists. In addition to Louis London, they were Simmons Durham & Associates; TBWA Chiat/Day; Waylon Advertising; and Advertising Savants. All are in St. Louis. TBWA Chiat/Day is shuttering its operation there at year’s end.
Media buying remains with Advanswers in St. Louis.
Louis London will develop a TV and radio campaign to air in 86 markets during the first quarter of 1998, Eckert said. It is the first systemwide effort by the firm, which mounted test campaigns in six markets in 1996 and 17 markets this year, Eckert said.
Work from the five agencies in the pitch was tested, but Eckert would not reveal if Louis London’s offering is what will go into production.
Edward Jones was founded in 1871 and caters to individual investors through its 3,600 single-broker offices. Ambitious growth plans call for 10,000 brokerages by 2003. Eckert said the company hopes to increase its brand recognition through the Louis London campaign.
A second St. Louis-based investment firm, A.G. Edwards, also contacted shops this summer for advertising work, but subsequently scrapped the review, according to agency sources.