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TDDI invests in Brass for new campaign


Brass intends to disrupt the world of investing with a new campaign for online share dealing and investing brand, TD Direct Investing (TDDI).

The Leeds agency said that the aim was to put customers at the centre of the marketing strategy, with personal stories of self-achievement and an “‘I can’ brand attitude.”

“‘I Can’ captures the essence of how we are supporting our customers to build confidence, and it’s really moved the TD Direct Investing brand forward. Brass has bought a new level of creativity, impact and digital expertise to our business,” explained Leanda Trethewey, head of brand, communication and marketing at TD Direct Investing.

“Not only does the marketing strategy and campaign set TDDI apart from the rest of our market, it has galvanised our whole business to believe anything is possible.”

Brass has developed a brand film, customer story film and audio, a microsite, pre-roll videos and online banners, social posts and press advertising. The agency has also worked on media planning and buying, which included brokering a deal with Sky to produce sponsorship idents around the Sky News Financial Reports on markets and currencies.

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