Maher Bird Associates has won the above-the-line pan-European task
to launch a new international online brokerage service called
The company is a joint venture between Banque Generale du Luxembourg and
the discount broker TD Waterhouse Group. MBA was appointed without a
The print campaign will run across Europe in newspapers and financial
The joint venture company, which will be established as a bank in
Luxembourg, will target upscale customers seeking to invest in
Robert Glaesener, the chief marketing officer at Internaxx, said: "We
have chosen MBA for Internaxx because of its proven track record in
combining online and offline media to develop state-of-the-art
communication campaigns, and its potential to cope with the complexity
of dealing with diverse target groups."
The service will aim to offer self-directed online equity investing at
competitive prices and will be managed out of Luxembourg. It will give
investors access to share dealing in North American and all major
European equity markets including London, Frankfurt and Paris, as well
as a wide range of investments including unit trusts.
Graham Monk, MBA's managing director, said: "Advertising on a
pan-European basis is far from simple and it's nice to have been
recognised as having the capability."