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Mustoe Merriman Herring Levy is launching its debut advertising

work for TheStreet.co.uk with a fully integrated campaign that pitches

the site against its rival, FT.com.

The campaign will focus on the site’s editorial propositions of informed

analysis and breaking news and comment with attitude, with the aim of

making it the dominant business reference site in its market.

A heavyweight 96- and 48-sheet poster campaign will break on 6 March,

featuring hard-hitting headlines such as ’Share prices in newspapers are

history’, ’Takes the anal out of analysis’, ’Kick-Asset management’, and

’Footsie with steel-capped boots’.

Poster advertising will be supported by a comprehensive national press

schedule, due to break on 13 March, as well as a radio and online

campaign.

Coverage of the City will be aided by advertising on tube trains on the

London Underground network and trains on the Docklands Light

Railway.

’All the executions reflect TheStreet.co.uk’s unique position as an

informed and opinionated player in a market known for its lack of

personality,’ Damian Horner, the account director at Mustoe Merriman,

said.

The site is the UK version of TheStreet.com, the American online

investment service. The UK site will have the same range of services as

its sister brand, while retaining a similar no-nonsense, outspoken

voice.

Last week, FT.com launched a press and poster campaign through Delaney

Lund Knox Warren to support a recent revamp of the business site.

The campaign is intended to move the brand beyond an online version of

the flagship newspaper. It was written by Kevin Baldwin and art directed

by Mick Brigdale. Media planning and buying is through Motive.