eSpeed Inc., New York, announced Wednesday plans to broaden well beyond its financial services roots, with an advertising campaign aimed at driving it into the trading exchange business. The New York-based company said it would run in The Wall Street Journal
for the next three Mondays print advertising that positions it as capable of clearing all sorts of transactions. The campaign announces, "Now you can trade everything like stocks, everything.'' eSpeed already handles millions of dollars worth of transactions for buyers and sellers of fixed-income securities. It hopes to provide the payment infrastructure necessary to create liquidity in other markets. Budget and agency were undisclosed.