Gee Jeffery & Partners of Toronto has been awarded the account for Green Line Investor Services, the discount brokerage arm of Toronto Dominion Bank.

The $2-million assignment, with Mad Dogs & Englishmen of New York for less than a year, was put into review by Neil McGeachy when he took over as Green Line’s head of marketing this past June.

McGeachy says the review was prompted by increased competition in the category.

‘A year ago, td had the discount brokerage market more or less to itself,’ he says.

‘Subsequently, every bank has opened a discount brokerage, along with several of the trust companies. And there could well be some u.s. corporate activity on that front as well.’

To handle the new reactive business environment, McGeachy says he was looking for a full-service agency with retail experience to help build Green Line, not the category.

New advertising will be launched this fall, which, McGeachy says, will be harder-hitting and more focussed than in the past.