Traders are an elusive and coveted audience. Yet these epitomes of self-directed consumers have broken many a marketer.
Whether retail or pro, the key to making it with traders is understanding the trader psyche’, tapping into the trader myth, and speaking trader language.
Here are some winning examples from the DIGO archives, (more…)
This is reported to be Morgan Stanley’s most popular and influential analyst report in years. Written by a 15-year old in their London office. (Wow!) The agency for a social world recommends this article for your meditation and edification today. You might try counting all the ways Morgan Stanley was smart. Start with the choice of the 15-year old analyst to write about how teenagers use media (thus the future of media). How can this thinking drive more people to your world?… For more click on the link below
In a social world, the strong get stronger and the weak whither. And it happens faster than ever. There’s no place to hide. Case in point, E*Trade gets weaker, while thinkorswim and TD Ameritrade close a historic business combination, going from strength to strength. (more…)
The New York Times
The Instinet Group, New York, majority-owned by the Reuters Group, expanded its relationship with DiMassimo Brand Advertising, New York, by naming DiMassimo as agency of record on its account, with billings estimated at $20 million to $30 million. DiMassimo had been agency of record for Island ECN, New York, which Instinet acquired in September; the Instinet account had been handled by Citigate Albert Frank, New York, part of the Incepta Group.
Comments (0) »Advertising Age
[New York] Instinet Group assigned its estimated $20 million to $30 million consolidated advertising account to independent DiMassimo Brand Advertising, New York. Instinet acquired online securities-trading service Island ECN last summer; DiMassimo was the Island ECN agency. Incepta’s Citigate Albert Frank, New York, handled Instinet.
Comments (0) »Advertising Age
[New York] Island ECN, which provides an electronic securities marketplace, breaks a $15 million campaign, dubbed “You, The Trader” this week via DiMassimo Brand Advertising, New York. The campaign includes print ads and three TV spots directed by Tony Scott. Details on the media buy were not disclosed. “The campaign revolves around powerful insights into the workday of our core audience of professional traders,” said Thorsten Schmidt, director-brand marketing for Island ECN.
The Wall Street Journal
By Carlos Tejada
A new TV ad for Island ECN, emphasizing how traders rarely leave their desks, shows an empty company restroom…Places to move? Hawaii and South Dakota reported the biggest unemployment-rate drops in January from December, says the Bureau of Labor Statistics.
Comments (0) »USA Weekend
Think you can tell a lot about people from their professions? A New York ad agency does. Lawyers rarely miss a meal and take an average of 10 potty breaks during the workday, according to a recent survey of 400 people by DiMassimo Brand Advertising. Lawyers visit the bathroom more often than plumbers, who came in second among the professions queried. Other habits: Accountants and dentists are more likely to skip lunch (that’s peak appointment time), and brokers are least likely to take bathroom breaks (1.2, compared with 10.4 visits made by lawyers). The findings were even more surprising when it came to gauging the motivation: The No. 1 reason doctors work hard? No, not to save lives; the survey found it’s to make money. A drive to win is the top motivator for most other professionals. Psst: Only football coaches said a call from home merited interrupting work. And people thought you couldn’t be in sports and be a softie.
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Comments (0) »Sun-Times
DiMassimo Brand Advertising/New York loves consumer research–especially the kind that reveals some of the less frequently highlighted facets of business behavior.
The latest information was gleaned from interviews with 400 people (50 in each of eight professions). Agency executive Mark DiMassimo conceded his findings don’t constitute a “rock hard” scientific study.
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Comments (0) »Investment News
As financial advisers tell clients to hold on to their portfolios through the market downturn, they might be forced to hold something in as well.
An oddball and highly unscientific survey of individuals in various walks of life conducted by DiMassimo Brand Advertising found that financial advisers go to the bathroom 3.2 times during the workday–not as bladder splitting as the routine of Wall Street traders, who make the trip an average of 1.2 times a day.
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