K2 Design Inc. in New York has been
named interactive agency of record by Standard & Poor’s Consumer Markets, a
new division within the financial information giant Standard & Poor’s.
The new division was formed to produce services and products geared towards
the individual investor.
Under the arrangement, S&P has charged K2 with developing online creative,
media planning and buying for the launch of its first initiative, S&P Personal Wealth, a site devoted
to unbiased and personalized investment management services. The site
offers a free 30-day trial; subscriptions are $9.95 per month.
K2’s online campaign will augment a national print advertising campaign for
S&P Personal Wealth created and placed by New York City-based
Margeotis/Fertitta + Partners, the incumbent agency for Standard & Poor’s and
its parent, The McGraw-Hill Companies. The online campaign budget is $2
million for 1998, although S&P said it may augment the budget as needed.
“The self-reliant investor has stated clearly that information is not enough.
With S&P Personal Wealth, we’re offering the individual investor an
unparalleled depth and breadth of dynamic investment intelligence and advice
from Wall Street’s most trusted name,” said John Fitzgerald, president of
Standard & Poor’s Consumer Markets Division.
“We selected K2 because they had three important qualities: they have a great
track record, they’ve delivered effective direct response campaigns for other
online properties and they know how to help build online brands,” said
The multiple, animated banner campaign will appear in sites such as
CNNfn.com, Wall Street Journal Interactive, the Money and Fortune areas
within Pathfinder and on the CLIQFinancial! Network.