Investment Firm Dain Rauscher Banking on TV

BBDO’s Debut Questions Those Who Would Invest on Their Own
CHICAGO–Investment bank Dain Rauscher is using TV for the first time in an effort to build its presence in the increasingly competitive financial services field.
“We’re establishing ourselves from the ground floor up,” said Joan Blackwood, the Minneapolis company’s vice president/manager of advertising. “In this category, one of the fastest ways to do that is through television.”
The work is the first for the client from BBDO in Minneapolis, which landed the account in May after a review. Three TV spots highlight Dain’s financial planning capabilities by exaggerating the overconfidence people feel about doing it themselves.
The spots use a drumbeat to sound like a ticking clock as people offer testimonials to the camera. “I’m not worried. I’ve recently diversified,” says one woman. Onscreen text reveals that means she owns two stocks.
The campaign, which includes print, radio and online banner ads, is tagged, “What you need to know.”
“We’re going to work with the investor to get the best sources and information out there,” Blackwood said.
The spots will air through the fourth quarter in Dain’s major markets of Dallas, Denver, Minneapolis and Seattle. The campaign will likely expand to more markets next year, Blackwood said.
The bank spent about $1 million on ads last year, per Competitive Media Reporting. That will rise with the expanded TV, Blackwood said.
A print business-to-business campaign employs the same tactics to target entrepreneurs for the company’s equity capital markets division, Dain Rauscher Wessels.