"He would have used both."
That's the headline beneath a photograph of Sigmund Freud in Trahan, Burden & Charles' latest print advertisement for The Wall Street Journal Online.
The ad, one of a series depicting Albert Einstein Eleanor Roosevelt, Thurgood Marshall and other historical figures, is part of the Baltimore shop's continuing assignments for Dow Jones & Co. of New York
The campaign promotes the double benefits of perusing the newspaper and its online component.
"We started out with a couple of small Internet projects in 1997," said TB&C chief creative officer Allan Charles. "We've always had a core expertise on online marketing. We studied their business and they kept entrusting more and more stuff to us."
Goodby, Silverstein & Partners in San Francisco remains The Wall Street Journal's lead agency.
"Goodby strongly remains our agency of record," said Steven Goldstein, Dow Jones' vice president of corporate communications. "Trahan has done a quality job delivering creative and a tagline that's good."
Trahan officials de-clined comment, but other sources confirmed the shop has received millions of dollars in fee-based assignments and media-buying fees for WSJ Online and Dow Jones Asia—a brand that includes The Asian Wall Street Journal, the Far Eastern Economic Review and CNBC Asia.
The agency has also been commissioned to create two television spots. One ad will commemorate the 25th anniversary of The Asian Wall Street Journal and will be narrated by Peter Kann, Dow Jones' chief executive officer. The other spot will be a branding exercise intended to unify the company's Asian offerings.
A third television commercial will target potential domestic WSJ Online subscribers.
Other Trahan print ads have promoted Dow Jones' online brandssuch as CareerJournal.com ("Exec Appeal"), Startup.wsj.com ("The official Web site of the American Dream"), homes.wsj.com (Four bedrooms. Three bathroom ... one click"), OpinionJournal.com ("Where the party of Lincoln logs on") and Collegejournal.com ("Reality 101").
"The Wall Street Journal does provide deeper insights and keener analysis to a story," said Charles. "Our new ads say the smartest people in the world would have used the smartest source of information in the world, if they could have."