DLJdirect, the online brokerage service of Credit Suisse First Boston, breaks its full rebranding campaign Jan. 15 as part of the transition to its new name, CSFBdirect. The new campaign, created by Kirshenbaum Bond & Partners, New York, includes television spots airing in sports, news, prime time, and late-night broadcasts, as well as print ads in business and financial publications. The new campaign depicts professionals who personify different attributes of CSFBdirect that are important to its investors. The first spot features John Seely Brown, former director of Palo Alto Research Center, who has dedicated his entire life to research and uses CSFBdirect, especially when researching his personal investments. The new spots use the tagline, "People who know, know CSFBdirect." Two additional spots will launch later this month, and will also be accompanied by print. Credit Suisse First Boston acquired the parent company of DLJdirect--Donaldson, Lufkin & Jenrette, Nov. 3, 2000. The renamed company also has a new Web address (www.CSFBdirect.com).
Copyright January 2001, Crain Communications Inc.