Advertising turns serious for online trading companies

01/19/2014 | Adweek

Online financial trading companies have abandoned humorous advertising antics in exchange for ads that connect with a shell-shocked public that a Nationwide Financial survey found fears investing more than death or losing a job. "No one is in the mood to treat finances as a joke," said Lenny Stern, SS+K founding partner. "This category is looking for a new vocabulary [and] new reference points to be authentic."

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