Nasdaq has awarded its estimated $1-3 million direct marketing account to RTC Relationship Marketing.
The Washington, D.C., shop de-feated Earle Palmer Brown, Bethesda, Md.; DMW Worldwide, Wayne, Pa.; and Trahan, Burden & Charles and Brann Worldwide, both Baltimore, in a review conducted by Roth Associates of New York.
"RTC is a good fit with our current agency and our brand and relationship marketing initiatives," said Nasdaq spokesperson Mike DeMeo.
RTC president Catherine Bar-tholow cited a series of "thought leadership" papers developed for client FedEx as instrumental in winning the account. Nasdaq, she said, was also impressed by her agency's client roster and by its business-to-business and business-to-consumer experience.
Bartholow described the review, which began late last summer, as judicious.
"When we present our capabilities," Bar-tholow said, "we talk about what we do as a process of continuous improvement."
Initially, RTC will assess the needs of Nasdaq's constituents and reinforce the advertising being done by lead agency Mc-Kinney & Silver in Raleigh, N.C., according to Bartholow.
"Philosophically, we're strongly aligned," she said. "In relationship marketing, the advertising isthe store and it needs to be so-phisticated and tasteful yet impact-ful. There's an art and science to doing this."
RTC's first project will involve the launch of Nasdaq's new trading platform, SuperMontage, said Kate Stonehouse, vice president of marketing for the client.
The shop will create Web, telemarketing and direct mail campaigns targeted at high-level executives, institutional traders and individual investors. Work is expected to break late in the second quarter.
McKinney won the stock ex-change's $30 million ad account last summer. Its campaign is expected to launch this summer.