NEW YORK-Kirshenbaum Bond & Partners in July will break the bulk of its first campaign for DLJ Direct. The work retains the "serious investor" positioning of the online broker's previous ads, but introduces a new tagline, "Putting our reputation on line."
Radio spots already airing play up DLJ's roots-"Donaldson, Lufkin & Jenrette-one of the most influential names on Wall Street"-and its high marks from Barron's, Gomez Advisors and The Street.com.
Stylistically, the 60-second ads are simple, quiet and direct. They emphasize that online trading need not be boisterous or noisy-even in a booming marketplace.
"We wanted to get away from the manic, trading cowboys" approach (typified, perhaps, by ads for such rivals as E*Trade and Discover), explained Bill Oberlander, executive creative director at the New York shop. Rather the goal was to attract "people who are more serious about their investments," he said.
Previous ads, from The Romann Group here, touted DLJ's "depth of thinking" and "better information." The tag: "Trade up."
Kirshenbaum landed the estimated $20 million account in December after a review that included Deutsch and Angotti, Thomas, Hedge.
A pool of TV spots, which Oberlander declined to describe, will be shot in southern California next month. The ads are expected to carry the "Putting our reputation on line" tag also. Print work will be "hard-hitting" and "tactical," Oberlander said.
The campaign is backed by an estimated $23 million in spending.