Harrisdirect is the latest incarnation of what was formerly CSFBdirect (formerly DLJdirect and formerly PCFN). Needless to say, Harrisdirect had a branding challenge, and determined that a carefully integrated multi-channel brand campaign was a worthwhile investment. The traditional campaign was developed by Euro RSCG MVBMS Partners, while the corresponding online campaign was developed by Modem Media.

The traditional campaign created six characters, known as "Direct Investors." Direct Investing — as opposed to online trading — is about setting long-term goals and using world-class online tools and research to manage your own portfolio. We positioned Harrisdirect as the more human, more holistic online investing solution. This contrasts with many brands in the discount space that focus on attributes like transaction speed and price of trades.

The TV and print campaigns were used to introduce the characters and the concept of Direct Investing. The online campaign goes one step deeper and allows consumers to actually see what is on each direct investor's screen. This type of experiential message is perfect for an online branding extension. It is not too involved (like a diagnostic), but at the same time it offers more than merely recasting print and television ads in the online space.