TradeCast Taps Shop

Doe-Anderson Advertising & Public Relations has been named agency of record for TradeCast, an online stock trading software company, without a review.
Though a final budget has not been determined, Doe-Anderson will initially handle the company’s $10 million launch.
The primary catalyst for the deal was Michael Littman, the Houston company’s newly installed vice president and director of marketing. Littman came to TradeCast after 12 years at the Louis-ville, Ky., agency, where he was senior vice president and director of account services.
“I really had no time to waste . . . [and] there are certain advantages of knowing an agency, knowing its people,” Littman said.
TradeCast software gives users direct access to domestic stock markets, supplying remote investors and brokers with real-time data analysis and execution. The company is developing new software to provide investors with access to major foreign stock markets.
Doe-Anderson president and chief executive officer David Wilkins said the client’s November launch would involve print and broadcast advertising. The agency will also be responsible for public relations, direct marketing and media duties.
“It’s going to be a branding program targeting both high- frequency traders as well as second-generation investors who already have experience trading online,” Littman said.
Littman said the company primarily sold its software to businesses for three years, but now “the push is to go after consumers.”
Last month Doe-Anderson was hired by E-mazing, a Sony Music company specializing in e-mail.