Hampel’s Ad Roadie Helps Clinch National Discount Brokers Pitch

Hampel/Stefanides’ TV work for online music retailer CDnow was a key factor in National Discount Brokers’ decision last week to hire the shop following a review.
Hampel used a fictitious roadie pitchman who could have come from This Is Spinal Tap to give a faceless product a distinct personality. And, naturally, that appealed to a company that trades stocks on the Internet.
NDB also “got some great feelings from [Hampel executives] in our meetings,” said Gary Rezak, vice president of marketing. “Chemistry and personality were probably the most important things.”
Hampel here bested two other finalists, Partners & Simons in Boston and Stein Rogan & Partners here, to claim creative and media duties on the $7-10 million account. DiNoto Lee here withdrew before the selection.
The client had been inactive on the ad front for about six months before the review. Prior to that, Earle Palmer Brown here had created a TV spot with the tagline, “The broker for those with a passion for trading.” The review was triggered when NDB launched a company-wide assessment of all its vendors [Adweek, April 6].
Hampel hopes to break its first work by early fall. It will likely consist mainly of TV and print ads.
New York-based NDB’s main rivals are E-Trade and DLJ Direct.
NDB is the third cyber client Hampel has landed in the past year. The others are CDNow, worth $10 million, and CyberShop International, at $5 million. “We’ve quickly developed expertise in ‘e-commerce’ brands,” president Brian Goodall said.