Morgan Stanley: Tow Truck campaign

Debbi Mack

Known as Lombard Brokerage, Inc., until Morgan Stanley Dean Witter (later shortened to Morgan Stanley) purchased and renamed it in 1996, the discount brokerage firm Discover Brokerage Direct, Inc., was a direct competitor with other online brokerages, such as Ameritrade and E*TRADE Financial Corp.

Morgan Stanley: Tow Truck campaign

Debbi Mack

OVERVIEW

Known as Lombard Brokerage, Inc., until Morgan Stanley Dean Witter (later shortened to Morgan Stanley) purchased and renamed it in 1996, the discount brokerage firm Discover Brokerage Direct, Inc., was a direct competitor with other online brokerages, such as Ameritrade and E*TRADE Financial Corp. In the late 1990s online trading flourished; E*TRADE, for instance, reported a profit increase of 300 percent a year. The worldwide access of the Internet allowed any consumer, for a minimal fee, to profit from the seemingly unstoppable stock market surge during the latter half of the decade....

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