The focus of the initial campaign centers on Trading Technologies' new, TT platform, which provides secure, high-performance market access and trade execution through the software-as- a-service delivery model.
"This is the first time we've done a proper, full-blown ad campaign," said Brian Mehta, chief marketing officer at Trading Technologies. "In the past, our business model focused on one-to-one relationship management efforts to drive awareness of the new TT platform. As our product offering has evolved, we wanted our communications to become more trader-centric. We're now focused on starting a dialogue with individual traders at the highest level."