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TD Ameritrade Moves Media Account to MediaVest

Agency's Second Major Win in Recent Weeks

By Published on .

NEW YORK (AdAge.com) -- Online broker TD Ameritrade is shifting its $157 million media account to Publicis Groupe's MediaVest from WPP Group's Mediaedge:cia.

The Omaha, Neb.-based marketer named MediaVest its media agency of record effective immediately. The agency will handle, among other things, strategic planning and buying duties.

"MediaVest's consumer-centric approach to planning, coupled with a superior buying capability, played an important role in our decision," Robert Haverback, VP-brand management and advertising, said in a statement.

WPP's OgilvyOne continues to handle creative duties, and Neo@Ogilvy continues to handle digital advertising efforts. Karsh Hagan, meanwhile, handles both creative and media duties on TD Ameritrade's institutional business.

Ameritrade in 2007 spent $157 million on domestic measured media, according to TNS Media Intelligence.

The win is the second big one for the agency in a matter of weeks; it was recently awarded a new global media assignment for drug maker Schering-Plough worth at least $226 million in spending domestically.
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