The ads feature the work of digital artist Marius Watz, showing how the data behind trading can be interpreted as art. “We wanted to highlight Knight's expertise in the electronic trading arena,” said Michael Prieve, chief creative officer at Doremus. “We wanted to communicate that however you need to execute a trade, Knight can help.”
The campaign focuses on four key themes—liquidity, access, clarity and insight. Print ads are running in publications including Automated Trader, Barron's, Best Execution, Bloomberg Markets, Pensions & Investments, Securities Industry News, Trader's Magazine and The Trade. TV spots are running on such networks as ABC, CBS, CNBC, CNN, ESPN, Fox News, MSNBC and NBC. The campaign also includes online ads and out-of-home ads in New York.
While the campaign was in development prior to the plunge of the stock markets, Prieve said signs of a worsening economy were already becoming clear.
“People will want greater transparency from their financial institutions. Both consumers and people in the financial industry will demand that kind of behavior over time,” he said, pointing to important themes in marketing to the financial audience.
Other marketers continue to introduce ad campaigns that promote messages of trust and stability.
For example, Intrust Bank, a 132-year-old bank in Wichita, Kan., launched a new ad campaign developed by Sullivan Higdon & Sink, also Wichita, promoting its long history of stability. The headline on one ad reads, “Now more than ever, it pays to put your trust in us.”