| Title | Independence |
| Agency | Dirty Water Integrated |
| Campaign | Trade Print Campaign - BrokerageAmerica |
| Advertiser | BrokerageAmerica |
| Brand | BrokerageAmerica |
| Posted | February 2002 |
| Business Sector | Online Financial Service |
| Tagline | Cut to the trade |
| Story | Andrew Garrett Inc. is a full service brokerage firm serving high net worth individuals. It recently built a modest market making operation. June 2001 they launched BrokerageAmerica - a market maker serving both the retail trading public as well as institutions. Two print ads were developed to target institutions |
| Philosophy | The introductory ad ("Independence") established BrokerageAmerica as a collective group of experienced individuals looking to change the way things are done on Wall Street. It was important for us to be able to show that senior management came from established companies such as Schwab etc., in order to establish credibility. The "revolutionary" tone was deliberate in order to gain attention while reinforcing the notion of ""a new way to do business."Bill of Rights" was a natural complement, providing more concrete brand benefits to drive acquisition. |
| Problem | Attracting institutional business in the securities industry is very difficult. Many companies rely on longstanding relationships for trade execution. The key challenge was to break through the "old boys network"" while introducing this new company. |
| Media Type | Magazine |
| Market | United States |
| Creative Director | Sam Gulisano |
| Copywriter | Rob Austin |
| Art Director | Carolyn Gargano |
| Photographer | Joe Paczkowski |
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