Island Breezes to 3

Island ECN, an electronic stock-trading network, is looking for a midsize agency to increase its consumer profile.
“We don’t want to be the [agency’s] biggest account, but we certainly would want to be in the top five,” said Ellen Saikia, the client’s director of marketing.
In fact, Island is close to naming three finalists for its $6-10 million account, sources said.
Last week, executives from the client saw the New York shops Angotti, Thomas, Hedge;
Citigate Albert Frank; Doremus; Emmerling Post and Grace & Rothschild, who offered case histories and business insights.
Final presentations are in two weeks, Saikia said. Pile and Co., Boston, is managing the review but declined comment, as did the shops.
Island, a unit of Datek Online Holdings, moves more than 100 million shares daily through its stock transaction system for less than 1 cent per share–lower than fees of traditional brokers. In June, Island applied to regulators to become its own stock exchange. If approved, it will be the first new one since Nasdaq, in 1971.
Island has about 200 subscribing brokerages. An Instinet rival, it seeks to grow its appeal among ordinary consumers, Saikia said. The winning agency will also do trade and media duties. “It’s a tough business because nobody knows what they are,” said one source.
Prior print ads, by Phoenix shop Campbell Fisher Ditko, were themed, “Power to move the market.”
Doremus unit KDM International handled media chores.