Fidelity's a Real 'Livewire'

Mutual Funds Giant Seeks Shop for Online Launch
BOSTON–Fidelity Investments has begun a nationwide search for an agency to handle the $50-60 million launch of its online brokerage services, sources said.
Pile and Co., the consulting firm here, is managing the review process and has been in contact with several agencies, referring to the assignment in pitch materials as “Livewire,” according to sources. It was unclear whether the service itself will also be called Livewire.
Although Boston-based Fidelity would prefer to work with an East Coast agency, geography is not a strict consideration, and shops in New England, New York, the Midwest and the Southeast have been contacted, according to sources.