Print ads, the first work from Omnicom Group's GSD&M, Austin, which won the account in April, promoted Schwab's move into investment advice through three new products: a stock rating service called Schwab Equity Ratings, a portfolio management service called Schwab Advisor Network and Schwab Private Client, a personal brokerage service.
Founder as pitchman
The new campaign, tagged "There's never been a better time for Charles Schwab," will also feature the return of the company's namesake founder and co-CEO as pitchman.
Mr. Schwab appears
Schwab expects to increase its ad spending for the rest of the year, said Jack Calhoun, executive vice president of advertising and brand management.
The company had not spent much in the first quarter, but it will increase its spending in the second and third, which will put 2002 at the same level of spending as last year. Schwab spent $138.3 million in 2001, according to Taylor Nelson Sofres' CMR.