In 1996, Dean Witter, Discover & Co. acquired Lombard Brokerage, Inc, a small San Francisco firm offering online brokerage services. The following year, Dean Witter merged with Morgan Stanley Group, Inc, to form Morgan Stanley Dean Witter Discover (MSDWD). In June 1997, MSDWD Lombard gave a new name, Discover Brokerage Direct (DBD). The following summer, MSDWD DBD decided to move from advertising to J. Walter Thompson in Black Rocket, a small San Francisco agency. Now, DBD managers Steve Miller and Eric Roach should develop a communications campaign, which allows DBD to achieve its aggressive goals. "Hide
by Mark Parry Source: Darden School of Business 17 pages. Publication Date: 04 Oct 2000. Prod. #: UV2904-PDF-ENG
