Doremus Lands $20 Mil. Multex

Omnicom Group’s Doremus has won creative duties for Multex.com, a Web site that provides access to investment research from more than 300 firms, such as Merrill Lynch and Salomon Smith Barney.
Doremus landed the account after a review involving including DeVito/Verdi and a number of undisclosed New York shops, sources said.
KDM International here continues to handle media duties. While the client declined to discuss billings, sources pegged spending at roughly $20 million a year.
Doremus is developing a $10 million campaign that will include TV, print, outdoor and radio ads; it kicks off with a newspaper effort later this month. Agency chief creative officer Danny Gregory promised a “bold” and “unconventional” approach, though he declined to offer specifics. “We want to put these guys on the map immediately,” he said.
Multex.com, which previously limited its advertising to print, outdoor and Web activity such as banners, chose Doremus on the strength of the “unique” and “focused” ideas it pitched during the review, some of which will be produced for TV, said Robin Spindel, director of marketing at the New York client. Multex’s most recent print ads billed the site as “the online investment research network.”
The company said it was impressed with Gregory and chief strategic officer Jeff DeJoseph, both of whom joined Doremus within the past year. “They really seem to be turning the agency around” to be more creatively focused, Spindel said.
Launched in 1996 as a tool for institutional investors, Multex seeks to broaden its base to include “serious individual investors” with household incomes of $150,000 or more. It aims to double its base of roughly 500,000 subscribers by February.