Online broker Datek stakes 'serious' turf with $80 mil

Chura, Hillary; Cardona, Mercedes M.
October 1999
Advertising Age;10/18/1999, Vol. 70 Issue 10, p1
Trade Publication
This article describes the marketing and advertising strategy employed by Datek Online company. Unable to match competitor's large budgets, the U.S. fourth-largest online trading company eschews island-owning tow truck drivers and other humorous advertising yarns in its multimedia effort beginning October 21, 1999. Instead, the campaign aims to position Datek as the serious online trading option, said Bozell New York Executive Creative Director Brent Bouchez. Datek's attention-getting format--a 60-second spot--along with its high-profile advertising buy on NBC-TV's broadcast of the first World Series game are designed for maximum impact, as is the spot. The commercial opens with everyday people crashing through a barrier outside a stock exchange. The commercial's tag line is: Datek Online--The rules are changing.


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