Scotiabank is putting the ball in the investor's court with the introduction of its newly minted online investing offering, iTrade. The rebranding follows Scotiabank's purchase of E*Trade in September.

"We thought it was important to bring the E*Trade Canada brand into the Scotia family," explains Duncan Hannay, MD of direct investing for Scotiabank.

The mass and digital campaign, developed by Toronto-based Capital C, utilized some first-ever media placements with Report on Business, including a cover wrap and a candlestick ad, fitting since the 'i' symbolizes the individual investor, as well as innovation and insight. "We created the tagline, 'I trade for me,' about online investors attempting to meet their goals," says Hannay.

The aim for Scotiabank is to create a seamless online experience by integrating other businesses, like ScotiaMcLeod Direct Investing and TradeFreedom, into the iTrade platform. The launch campaign will carry through spring.