Initiative wins £5m SelfTrade brief

Initiative Media has won the £5m UK media planning and buying account for SelfTrade, the online share trading operation.

SelfTrade was set up in France in 1998 and is the market leader there. It is now expanding its service across Europe, starting with the UK market.

The UK operation has been set up by managing director Haakon Overli – who previously worked at JP Morgan and Barings – and marketing director Peter Boucher, a former Unilever executive.

The UK Internet share dealing market is becoming increasingly competitive, with the likes of Egg, Goldfish and Fidelity entering the sector. Global leader Charles Schwab is also targeting the UK and this week launches its first TV campaign (MW last week).

Initiative has planned an extensive media push to launch the brand this month, including outdoor, radio, national press and ambient executions. It is also sponsoring the ITV Formula One and websites.

Initiative managing director Roy Jeans says: “Reaching this type of target market is difficult and it gives us the opportunity to show an innovative approach to media planning.”

The £5m creative account is held by Miles Calcraft Briginshaw Duffy, which won the business this year.

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