OnMoney to debut $30 mil campaign

Cardona, Mercedes
January 2000
Advertising Age;1/24/2000, Vol. 71 Issue 4, p3
Trade Publication
This article reports on the launching of a $30 million advertising campaign by financial services portal OnMoney.com as of January 2000. The portal from Ameritrade Corp. is one of the first to embark on what industry observers see as the next crucial strategy in the online brokerage battle, which is branding. According to Robert Duboff, director of national marketing for the North American operations of Ernst & Young, the real action for the year and the year to come is the relationship of the companies with their customers. OnMoney.com debuts the campaign from DDB Worldwide, with a spot in the Super Bowl's third quarter. The campaign introduces consumers to the site which has been in test since October 1999. It features financial planning tools, business news and investment education materials.


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