New York, NY (1888PressRelease)
October 29, 2008 - Doremus, the specialist business communications agency that takes the complex and makes it compelling, launches an integrated campaign today for Knight Capital Group, Inc.
Building upon the science of trading in Knight’s tagline “The science of trading. The standard of trust,” the new campaign highlights Knight’s unparalleled performance in electronic access and trading, an area that has catapulted over the past five years due to technology, globalization, and market regulations.
Knight provides efficient electronic trading solutions (platform and software) that work in combination with its voice capabilities, allowing clients best-in-class access to the market with the speed and accuracy they demand.
Communications focus on the areas of Liquidity, Access, Clarity, and Insight… aspects of the science of trading at Knight that are expressed in the copy line: “Our people make it happen. Our trading technology makes it flow. Around the world, this is the way market access works at Knight.”
The new campaign, which uses the creations of digital artist Marius Watz, will revolve around a computer-based program that interprets into art the data behind trading.
The campaign’s target audiences include buy-side and sell-side firms in the target areas such as broker-dealers, portfolio managers, hedge fund managers, buy-side traders, CFOs as well as Knight employees.
Media will include print (4 executions that can be reconfigured into various units for single pages, vertical column spreads, bookended half-page verticals or page + 1/3-page configurations) which will appear in Barron’s, Bloomberg Markets, Pensions & Investments, Trader’s Magazine, Securities Industry News, Automated Trader, Best Execution, and The Trade.
Online will include banners and pre-roll on sites such as TheTradeNews.com, IIMagazine.com and Bloomberg.com – as well as airport Wi-Fi banners.
Fifteen second spots will appear on CBS, NBC, ABC, CNBC, CNN, Bloomberg, ESPN, Fox News and MSNBC to coincide with a special launch at the annual STA Conference in Boca Raton, Florida on October 15th. In addition, Outdoor will appear on New York’s Metro North railroad line, a highly targeted buy.
“Knight offers speed-of-light access to liquidity and fluidity through market access and trading technology to the global capital markets. Doremus’ campaign communicates this benefit for our clients in a way that perfectly expresses the art and science that are behind what we do at Knight every day,” said Margaret Wyrwas, Senior Managing Director of Knight Capital Group.”
Michael Prieve, Chief Creative Officer of Doremus added: “By working with the digital artist Marius Watz, we were able to highlight Knight’s excellence in electronic access in a fresh and modern way. His art truly brings the science of trading to life.”
The Team:
Chief Creative Officer: Michael Prieve
Art Director: Lourdes Banez
Copywriter: Howard Van Lenten
Media: Chris Philip, SVP, Chief Experience Officer
EVP, Director of Marketing: Jane Lauterback
Account Director: Alison Arons
Digital Artist: Marius Watz
Knight Capital Group, Inc. (Nasdaq: NITE) is a leading financial services firm that provides electronic and voice access to the capital markets across multiple asset classes for buy-side, sell-side and corporate clients. In Global Markets, we provide market access and trade execution services in nearly every U.S. equity security and a large number of international securities, futures, options, foreign exchange and fixed income. In Asset Management, Knight owns a 51 percent stake in Deephaven Holdings with Deephaven Partners controlling the remaining 49 percent as of February 1, 2008. Deephaven is a global, multi-strategy alternative investment manager serving institutions and private clients.
Doremus is a specialist in a world of generalists. With offices in New York, San Francisco, London, Hong Kong and Singapore, it specializes in business communications, helping companies grow. It does this by leveraging a unique understanding of its clients’ target audiences…taking the complex and making it compelling through intellect, insight, ideas and impact.
Doremus is a part of the Omnicom Group Inc. (NYSE: OMC). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
###
