Bozell said it will handle the advertising, direct mail and media associated with Iselin, NJ-based Datek Online’s first fully integrated brand campaign.
The search for a new agency began in April with the assistance of AAR/Bob Wolf Partners, an advertising agency search consulting firm.
“Bozell clearly demonstrated an understanding of the dynamic and challenging nature of the online brokerage market,” said Robert Bethge, chief marketing officer of Datek Online. “Their strategic focus and consumer insight were leading factors in our decision to bring them on board.”
Bozell New York’s clients include Lycos Inc., New York Times Co. and Unisys Corp. It is part of Bozell Worldwide, which has $3 billion in billings and more than 115 offices in 53 countries and is a unit of True North Communications Inc.
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