Active trader TV.

• Position: ABAMN 2007 Financial Marketing Awards: Humor; Runner-Up; Asset Size Over $5 Billion - Brief article

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Institution: Fidelity investments, Boston, Mass.

Active trades are always looking for an edge, and they don't necessarily think of Fidelity (it was fourth place in 2005 market share). In May 2006, Fidelity launched the "Powerful Tools" campaign to break through the competitive clutter and drive more top-of-mind awareness of its professional-grade trading tools.

The campaign objectives were to drive new accounts and leads, and to increase awareness...