Fidelity Has a "Livewire"

Fidelity Investments is in the initial stages of a nationwide search for an advertising agency to handle the $50-60 million launch of its online brokerage services, sources said last week.
Pile and Co., the Boston-based consultancy, is managing the review process. Fidelity has been in contact with several agencies, referring to the assignment in pitch materials as “Livewire,” according to sources. It was unclear whether the service itself will also be called Livewire.
Although the Boston-based client would prefer to work with an East Coast advertising agency, geography is not a consideration.