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NEW YORK-Kirshenbaum Bond & Partners in July will break the bulk of its first campaign for DLJ Direct. The work retains the “serious investor” positioning of the online broker’s previous ads, but introduces a new tagline, “Putting our reputation on line.”
Radio spots already airing play up DLJ’s roots-“Donaldson, Lufkin & Jenrette-one of the most influential names on Wall Street”-and its high marks from Barron’s, Gomez Advisors and The Street.com.
Stylistically, the 60-second ads are simple, quiet and direct.
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