After a review that began in May, TDAmeritrade has tapped Omnicom Group's Goodby Silverstein & Partners to join its roster of agencies and help market its retail business. That was earlier handled by WPP Group's Ogilvy.
"We met with a number of talented people and teams, and after thoughtful consideration of where we want to take our brand, our long-term growth objectives and the capabilities of the teams involved, we have asked Goodby, Silverstein & Partners to join our marketing team as one of our new agency partners," a spokeswoman told Ad Age .
She added: "Goodby will lead strategic and creative development for marketing efforts supporting our retail business. Neo@Ogilvy will continue to support us with digital media and analytics services, which were not part of the agency review, and MediaVest will continue as our lead media agency for anything other than digital. We work with a number of other different agencies to support our marketing initiatives, and we look forward to integrating Goodby into the mix. All of our other relationships remain as they were prior to our review."
Agencies either didn't immediately return calls or declined comment. In a final round of the pitch, Goodby faced off against Interpublic Group of Cos.' Mullen in Boston.
TD Ameritrade Holding Co. spent $334 million on measured media, with the bulk -- $287 million -- devoted to marketing the company's brokerage business, according to Kantar Media data. Much of that work is direct and online marketing initiatives.
Ogilvy was responsible for the popular ad campaign that broke a decade ago called "Let's Light This Candle" for Ameritrade in which a young office geek is asked by his older boss to help him learn how to trade online. While the loss of the account, which was handled out of Ogilvy's New York office, is a bit of a setback, Ogilvy has a lot to celebrate today with a massive win from SC Johnson.