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Fidelity to Unveil Online Brokerage Ads
BOSTON–Fidelity Investments is expected to introduce today the first branding campaign for its revamped online brokerage. The work, developed by Gotham in New York, will use the “Invest Responsibly” theme crafted by lead agency Hill, Holliday, Connors, Cosmopulos in Boston, sources said. Gotham picked up the assignment, estimated to be worth $50-60 million, in a pitch against sister Interpublic shop Hill, Holliday and others [Adweek, May 17]. In pitch materials, the online brokerage initiative was referred to as “Livewire,” though it is unclear whether that name will be used for branding purposes. Fidelity executives are expected to discuss strategic directions for the company’s online brokerage business–including a significant new content and branding alliance with an undisclosed Internet company–during a briefing with reporters today.
3 Reach First USA Finals
NEW YORK–First USA is considering three New York finalists for a $150 million direct marketing account: Deutsch, Rapp Collins Worldwide and DraftWorldwide, said sources. The field was narrowed from six after the hiring of Boston-based consultancy Pile and Co. earlier this month [Adweek, Sept. 6], sources said. Pile and Co. is no longer working with the Wilmington, Del.-based client. The agencies declined comment, and First USA did not return calls by press time.
Conn. Brewery Begins $10 Mil. Review
DALLAS–LaBatt USA of Norwalk, Conn., is reviewing its estimated $10 million promotional account. Beer brands including Dos Equis, Rolling Rock and Tecate are currently handled by The Marketing Continuum in Dallas. The incumbent will defend the business.
‘CIO’ to Up Size, Ad Rates
BOSTON–CIO magazine will increase its circulation, ad rates and the size of its pages. Ad prices will rise Friday in anticipation of an added 5,000 copies, boosting circulation to 135,000, effective Nov. 15. The cost of a one-time, black-and-white ad will jump by $1,000 to $16,790. On Jan. 15, CIO will unveil a new design, featuring a slight increase in the size of its pages. “It really does give advertisers a lot more creativity,” CIO representative Karen Fogarty said of the bigger size. The information technology magazine, owned by Boston-based International Data Group, also will change its editorial content to include more opinion and analysis.
Media Networks Breaks Print Effort
BOSTON–Media Networks Inc. has launched a three-month trade and newspaper campaign. Stamford, Conn.-based MNI, owned by Time Inc., places targeted local market advertising in national magazines. Chicago-based freelancers Clay Purdy, John Coveny and Whit Fries created six print ads that depict each audience segment targeted by MNI in crosshairs and phrases such as, “They can run, but they can’t hide.” The tagline: “The precision of newspapers. The power of magazines.”