Credit Suisse First Boston (USA) Inc. Wednesday released plans to redevelop
and promote its online brokerage service.
The service, now known as CSFBdirect, is the former DLJdirect. Credit
Suisse acquired DLJdirect last November.
The promotional campaign will debut on Monday, January 15, with a series
of television spots as well as print ads in business and financial
publications.
“The new CSFB advertising campaign will focus on the customer benefits
that are most important to CSFBdirect online customers,” said Debra
Isenberg, chief marketing officer. “It invites consumers and sophisticated,
self-directed investors to take another look at us.”
The ads, created by New York City-based kirshenbaum bond & partners,
feature high-profile investors who use the service. The first spot
highlights John Seely Brown, former director of Palo Alto Research Center.
The tag line of the campaign is “People who know, know CSFBdirect.”
“The transition to CFSBdirect is one we make with enormous confidence,”
said Blake Darcy, CEO. “We will continue to offer all the services our
customers have come to expect as well as the additional advantages that will
come from being part of what we consider to be the world’s leading
investment bank.”