Noting that it will be ‘‘forever linked’’ with the WTC attack that resulted in the loss of 658 of its employees, bond-trading firm Cantor Fitzgerald has chosen to focus its new ad campaign on that very fact.The eight TV spots show employees in documentary-style testimonials talking about co-workers and friends they lost, what it took for the company to get running again and how it has rebuilt. Cantor, which occupied 250,000 sq ft on four floors of Tower One before the attack, lost more employees than any other company in the trade center. The firm laboured over how to address the issue, deciding the best way was, in the words of one of the copywriters, to ‘‘tell the truth and get out of its way,’’ said Cindy Gallop, president of Manhattan-based Bartle Bogle Hegarty, the ad agency behind the campaign.‘‘Cantor Fitzgerald and eSpeed (its online trading network) are forever linked with Sept 11. It’s something they don’t want, but it happened. Avoiding the topic altogether would result in any sort of communication ringing false.’’ The campaign is focused on financial industry, with TV spots, appearing on CNN, CNBC, Bloomberg News and Fox News. (LATWP)
