SCHWAB BREAKS CAMPAIGN FROM NEW AGENCY

Founder Returns as Pitchman in Spots From GSD&M

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NEW YORK (AdAge.com) -- Charles Schwab Corp. unveiled a new ad campaign introducing several new investor services and the first work from its new ad agency.

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

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on the first TV spot, breaking Monday, explaining how the new services will offer unbiased stock-buying advice; the commercial will be followed by humorous ads lampooning Wall Street brokers' "buy" and "sell" recommendations and stock tips.

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.

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