DLJdirect invests in ads to promote new name. (Donaldson Lufkin & Jenrette Inc.'s nine-year-old brokerage and trading service)

Crain's New York Business, October, 1997 by Birger, Jon

Spending $20 million on Internet, television and print campaign Manhattan investment bank Donaldson Lufkin & Jenrette Inc. has launched a $20 million advertising campaign in support of DLJdirect, the firm's 9-year-old on-line trading service. Already the largest Internet advertiser among on-line brokers, DLJdirect will spend $8 million advertising on the Internet over the next 12 months and $12 million advertising on television and in print.

Having recently changed its name from PC Financial Network, DLJdirect recognizes that it needs to enhance its brand awareness, according to Blake Darcy, chief executive of DLJdirect. Building a brand "When we decided to change the name to become more closely aligned with our parent, we knew that we would have to go out and...

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