THE MARKETING 100;NASDAQ BRIAN HOLLAND

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Although Brian Holland isn't fond of the analogy, he likens his work to the landlord of a shopping mall.

"It is in our best interest to promote traffic," says the senior VP-issuer services for National Association of Security Dealers, more commonly known as Nasdaq.

The primary target of much of Nasdaq's marketing efforts is the listed company. But, Mr. Holland says, Nasdaq's advertising targets the investor.

"The goal is to create awareness, as well as to move attribute ratings among investors," he says.

TV spots, taglined "The stock market for the next 100 years," feature the success stories of listed companies like Microsoft Corp., MCI Communications Corp. and Nordstrom. Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, is the agency.

According to Competitive Media Reporting, Nasdaq spent $32.5 million in 1995, with the bulk of that money going to network TV.

Trading volume continues unabated, with the annual dollar volume reaching $2.8 trillion through April 1996-an 86% jump from $1.5 trillion in April 1995.

Mr. Holland, 51, arrived at Nasdaq in 1989 after stints as an account exec at J. Walter Thompson USA ("where I learned about account management"); Wells, Rich, Greene ("where I learned about creative"); and, later, on the client side at Chase Manhattan Bank.

For the future, Mr. Holland notes, "There is going to be a lot of cash coming in as the baby boomers come out of their credit cycle and into their asset cycle."

If he has anything to say about it, Nasdaq will get its share.

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