Shops Emerge For NDB

Agencies which have been contacted by National Discount Brokers about the review for all duties on its $10-12 million ad account emerged last week.
Sources have identified four of those shops: Anderson & Lembke, Partners & Shevack, Kirshenbaum Bond & Partners and Ryan Drossman & Partners, all in New York. The agencies either did not return calls or declined comment at press time.
The client, an Internet stock trader, had sent requests for proposals to about 20 New York agencies. Paul Miller, the client’s managing director of marketing, said the proposals were due back last week. “We have to evaluate them and see who will be in the next round,” Miller said.
The shops that were contacted ranged in size, Miller said. At least one cut is expected before a winner is chosen. Sources said the questionnaire did not specify a timetable or indicate whether speculative creative work would be required.
The client has about 116,000 customers and manages $5 billion in investments.
Miller, who has worked as a media planner at Young & Rubicam and an account manager with DDB Needham, said the client pioneered “flat-fee” trading in 1994. Traditionally, brokers base their fees on the volume of shares in a transaction.
NDB has been inactive on the ad front for about about six months. Earle Palmer Brown in New York most recently worked with the client on a project basis.
EPB created a TV campaign that broke last May with the tagline, “The broker for those with a passion for trading.” The agency is not involved in the pitch. –with Sloane Lucas