Brokerage plans big ad boost

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International discount brokerage TD Waterhouse, Toronto, plans to launch its biggest-ever marketing push to reinforce its new identity among investors in North America, Europe and Asia. The brokerage, 85% owned by Toronto-Dominion Bank, will double its ad budget to $100 million to promote the new international identity. The company--whose $105 billion-plus in customer assets worldwide make it the world's No. 2 discount broker--previously was known as Waterhouse Investor Services in the U.S. and Green Line Investor Services elsewhere. The worldwide push is expected to break this fall. TD Waterhouse's roster of agencies includes Emmerling Post, New York, in the U.S., as well as TBWA/Chiat/Day in Canada, Maher Bird Associates in the U.K. and TBWA Thompson in Hong Kong. An Australian agency is still to be appointed.

Copyright July 1999, Crain Communications Inc.

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