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Cossette Casts Waterston in Brokerage Ads

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NEW YORK TD Waterhouse this week launches a national advertising campaign that features Law & Order actor Sam Waterston and specifically mentions competitors "to speak directly to all full-commission brokerage customers and to further encourage the migration of independent-minded investors away from higher-priced brokers."

The TV effort, via Cossette Post Communications in New York, will air nationally on cable networks such as CNBC and MSNBC and regionally on local networks. Support includes print in national and local newspapers, personal finance monthly magazines and business weeklies, as well as radio and Internet. Campaign spending was not revealed.

The ads, directed toward TD Waterhouse's core customers and overall value orientation, also target investors who want to validate their own investment ideas, those who want to understand the risk in their portfolio, and those who are looking for more choice and control over their retirement savings, according to the company.

"We're thrilled to have Sam Waterston as our celebrity spokesperson," Janet Hawkins, executive vice president and chief marketing officer of TD Waterhouse's U.S. operations, said in a statement. "He is well liked by our target customers, they easily identify with him, and he conveys our brand values of being trustworthy, honest, straightforward and credible."

—Brandweek staff report