• by John Gaffney , June 23, 2003

With the stock market seemingly pulling out of its slump and once burned investors back in the game, Scottrade has decided to seize what it sees as a new opportunity. The online investor has launched a new TV campaign with that opportunity in mind. Yesterday it announced the selection of Boston-based Gearon Hoffman to produce a new series of TV commercials, following an agency review. Total media spending is expected to exceed $20 million this year. The account was previously handled in-house. The new spots break Wednesday. They have improved, according to Gearon Hoffman president Bob Hoffman, on the previous direct response oriented spots, by relying on the story of Scottrade founder Rodger Riney. The commercials include humorous takes on what Riney may have been like as a young man. Hoffman said it gives Scottrade an identity. "I think we would have taken this approach whether the market was good or bad," Hoffman said. "We found people were impressed by the fact that a human being was responsible for this company. It's not a faceless online enterprise." The last company to put a face on an online brokerage was Charles Schwab. That budget has been cut for Schwab and there have been other casualties in the online brokerage space as well. Instead of pulling back, Hoffman and his team recommended pressing forward, even if the stock market comeback still has shaky legs. "When the competition is pulling on its horns, we think it's time to come out strong," Hoffman said. "This is a brand that has grown organically. It's the Schwab of this decade. It has been around for a while, but we think people will respond to a fresh treatment." Hoffman expects that the new spots will attract current online investors. He doesn't expect any new growth in the overall category so the campaign is a grab for market share. After the current campaign runs its course, more TV and print work is in the cards for Scottrade and Gearon Hoffman .