In April 2006, TD AMERITRADE launched its first campaign as a newly merged company targeting investors and active traders, alike. The campaign focuses on the trait most commonly found amongst successful investors of all stripes—the independent spirit. The independent spirit doesn’t enjoy the bait and switch. Yet that is what clients often encounter elsewhere when promised one commission price, but charged another, more expensive, rate. Since TD AMERITRADE does offer a truly low, flat-rate commission price, we saw this as an opportunity to make a strong differentiating statement. So we dedicated high-impact, big-splash interactive media to this very straight forward message.