NEW YORK Doremus’ new campaign for Knight Capital Group finds beauty in numbers via the work of digital artist Marius Watz, who converted stock data into multi-colored, circular images that are the centerpiece of TV, print, online and outdoor ads.
The campaign builds on Knight Capital’s previous message of “The science of trading. The standard of trust,” which continues as the brand’s tagline. The effort is being rolled out as Knight Capital, a Jersey City, N.J.-based company that helps corporations execute electronic stock trades, experiences a surge in its business due to the massive volume of trading amid the U.S. financial crisis.
Last week, Knight Capital far outstripped Wall Street’s expectations when it reported net income of $36 million for the third quarter of 2008, more than double the $16 million it recorded in the same period last year. The results were fueled by a 32 percent jump in revenue, to nearly $270 million for the quarter, Knight Capital said. On a per share basis, the profit amounted to 40 cents, nearly double the 24 cents that industry analysts had anticipated.
Three 15-second spots feature blossoming digital images, a bed of synthesizer-driven music and a female voiceover. Each execution touches on a different theme, such as insight, clarity or liquidity. In “Clarity,” the narrator says, “Clarity creates order from chaos, gives shape to market direction,” before adding, in a refrain used in all three spots, “Our people make it happen, our trading technology makes it flow.”
Such executions “amplify the forward-moving nature of their business,” said Michael Prieve, chief creative officer at Omnicom Group’s Doremus in New York. By converting stock price and trading data into colorful images, the shop sought to “amp up the science side and bring to life some of their technologies,” Prieve added.
Knight Capital senior managing director Margaret Wyrwas said, in a statement, that the ads express the “art and science that are behind what we do.”
Spending on the effort, which will run on network and cable television and in publications such as Barron’s and Bloomberg Markets, was not disclosed. Knight Capital’s major media spending has ranged from more than $2 million in 2006 to about $3 million last year, according to TNS Media Intelligence.