Visa's Soderstrom heads to Schwab

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Jan Soderstrom, the Visa marketing executive who helped move the credit card to its current dominant position, has moved to a marketing post at Charles Schwab & Co. Ms. Soderstrom, formerly exec VP-international at Visa, will take the new post of senior VP-advertising and brand management, reporting to Len Short, exec VP-advertising and brand management. At Schwab, Ms. Soderstrom will help move the company to a "full-service brokerage," Mr. Short said. Mr. Short will be taking a more active role in Schwab's international expansion, he said. Schwab, with $200 million in advertising this year, has added to its roster a new shop, called Red and founded by Don Easdon, a former East Coast free-lancer who has moved to San Francisco. BBDO Worldwide, New York, is Schwab's lead agency, and Bronnercom handles a number of direct assignments.

Copyright September 1999, Crain Communications Inc.

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