Breaking: CSFBdirect

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This week, online brokerage firm DLJdirect is rechristened CSFBdirect, and a TV and print push from Kirshenbaum Bond & Partners, New York, kicks off the rebranding. The first ads in the campaign focus on the company's research capabilities by showing how an acclaimed scientist relies on CSFBdirect for his financial research. Copywriter: George Feinn. Art directors: Dan Badion (TV and print) and Aaron Alden (print).
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