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Questrade, a online brokerage firm, has two new national television ads thanks to recently hired agency of record, Wild Mouse Advertising.
The spots, which target active or “day” traders as well as investors, show people using $50 and $100 bills for mundane tasks such as leveling wobbly tables, marking a page in a book or origami. “It’s up to you what you do with your money,” says a voiceover. “With Questrade’s low $4.95 trades, you’ll save a bundle while you’re making it.”
The ads appear on Business News Network and CBC Newsworld, with Questrade considering running Chinese-language translations on Omni Television and Fairchild TV in the future. Online ads are also planned for the coming weeks.
The online brokerage is Wild Mouse’s second AOR client. John Farquhar, former president at Young & Rubicam and more recently creative director at GJP, launched Wild Mouse in January with the Canadian Newspaper Association as its sole client.
Wild Mouse won the Questrade account two months ago after contacting Questrade last year, prior to the agency’s official opening, and subsequently taking part in a three-agency, invitation-only review.
“We wanted smaller agencies where we knew we’d get the attention, level of service and creative resources that we were looking for, as opposed to getting into a really large agency where we might not have been assured the service,” said Jeff Beck, chief sales and marketing officer at Questrade.
Questrade has never had an agency of record, but Beck, who started as Questrade’s first CMO in March, said the company’s growth has brought about a greater need for marketing.
“We’re growing through tremendous growth…over the last year or two, we’ve grown our client base at almost 100% every year,” said Beck. The company has 100 full-time employees.
