ProTrader Securities Assigns Account to Olson

DALLAS-ProTrader Securities Corp., an online securities trading company servicing both consumers and professionals, has awarded its advertising account to The Olson Group following a review.

The Austin, Texas, agency bested several other local shops for the estimated $2-3 million account, in cluding finalist Makos Advertising, Marketing and Design.

“I think that our strategic approach to targeting the top traders directly as opposed to broadcast really resonated with the board of directors and the funding group,” said agency president Patti Olson Rogers. “They were looking for somebody who [wanted] to spend their money wisely and not necessarily go for the glory of a TV spot when what they need to do [is] a direct marketing campaign.”

The Olson Group will provide brand development for ProTrader in addition to direct mail, print, broadcast, collateral and interactive.

The client, also based in Austin, operates 19 retail-trading offices nationwide. With a focus on home-based active traders (those executing more than 100 trades per day) as well as the professional sector, the company realized revenue last year of more than $85 million.

“ProTrader’s mission is maximizing traders’ success by offering sophisticated trading software, attentive support and comprehensive training to our clients,” said ProTrader president Jay McEntire in a statement. “We needed an agency partner that could help us develop a strategy to expand our customer base and strengthen the brand. We feel confident that Patti Olson Rogers and her team are the right group for us.”

Olson is the second agency to work for ProTrader since its founding in 1993. Executives declined to name the previous agency.

A new campaign is expected to launch later this spring, an agency spokesperson said. Current advertising for the client uses “Maximizing traders’ success” as a tagline.

Olson, a $13 million agency, recently added several new accounts, including By George, The Austin Lyric Opera, Commercial Texas and the Y Bar and Grill. Other clients include IBM, Netlever, Momentum Software and Aspyr Media.