BrownCo ‘Gets It’ in Multimedia Campaign

BOSTON BrownCo, formerly Brown & Co., the interactive brokerage arm of J.P. Morgan Chase, today launches a multimedia campaign themed “You know what you want. We get it.”

The $10-12 million campaign features TV, print and online executions from independent Via, Portland, Maine, which added the business in December following a review.

The TV ads were directed by Errol Morris, who has won kudos for documentaries such as Thin Blue Line. A half-dozen TV spots pose the question, “What do you want from your online broker?” and will air exclusively on CNBC and Bloomberg. As with past client campaigns, the target audience is made up of experienced investors who know how to trade online.

Via took the business after it spent 20 years at Boston independent Gearon Hoffman.