Ameritrade Launches $200 Million Campaign

Urging individual investors to “Believe in Yourself,” online brokerage operator Ameritrade Holding Corp. launched a $200 million national marketing campaign designed to attract new accounts and build the brand.

The integrated campaign, managed by OgilvyOne-Chicago, continues the “Tales of Ameritrade” television spots that debuted last February and will appear on network and cable television, in newspapers and magazines, interactive media, direct mail and outdoor advertising.

Two television spots debut this weekend on college and professional football broadcasts. A total of six commercials will be included in the campaign and will roll out continuously through the fall and winter.

The aim is to generate a million or so new accounts, which would triple the current client base for the sixth-largest Internet brokerage.

The campaign differentiates Ameritrade from its competitors by explaining its simplified online investing for average investors, the company said. The target audience is more psychographic than demographic cutting across all ages, races, professions and income levels.

“Using our value proposition as a key point of differentiation, this campaign uses humor and information to ensure that the new wave of investors interested in opening an online account turn to Ameritrade,” said J. Peter Ricketts, senior vice president of marketing and sales at Ameritrade.

Ameritrade Holding operates Ameritrade.com, Accutrade Inc., a discount brokerage firm delivering personal service and support to its clients;

AmeriVest Inc., a provider of third-party discount brokerage services and other financial services to commercial banks, credit unions and thrift institutions; and Advanced Clearing Inc., a securities clearing firm.