AMERITRADE LAUNCHES $120 MILLION CAMPAIGN

Print and TV Effort Marks Acquisition of Rival Datek

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NEW YORK (AdAge.com) -- Ameritrade Corp. will break a campaign tomorrow budgeted at $100 million to $120 million to mark the acquisition of rival online broker Datek.

The campaign, scheduled to run into next year, plays to two different audiences, retail investors and active traders, said Ann Nelson, Ameritrade senior vice president and chief marketing officer. The effort was created by WPP Group's Ogilvy One, New York, a unit of Ogilvy & Mather Worldwide.

Datek no more
Ameritrade closed its acquisition of Datek Online Holdings Sept. 9. Datek was integrated into Ameritrade's system, and the Datek brand, which is not mentioned in the new push, will cease.

One set of 30-second ads

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features investors who confuse people around them when they claim to "own" certain companies, while a series of 60-second spots feature active traders commenting on the upgraded features of Ameritrade's service. Print ads, which will run primarily in financial publications such as The Wall Street Journal and Barron's, will focus on the new features added as a result of the merger with Datek.

Ads tagged "What's your share?" will run on cable TV networks, financial publications and online. Ameritrade is also planning cross-marketing tie-ins with several companies, Ms. Nelson said. The names of the companies were not disclosed.

Marketing budget increased
Ameritrade increased its marketing budget to $125 million to $150 million for the fiscal year starting Oct. 1, to increase its profile in the market, Ms. Nelson said. She said management recognized the combination with Datek would require more marketing resources, because the company is now the online brokerage leader in terms of transaction volume.

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