TD Ameritrade Taps Havas for Creative

CMO Denise Karkos Started in October

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TD Ameritrade has named Havas its agency of record, Ad Age has learned.

The company, whose main competitors are Charles Schwab, E-Trade, Scottrade and Fidelity, spent $192.7 million on measured media in 2013, according to Kantar Media. Its 2013 filing with the Securities and Exchange Commission reported that it spent $239 million on "advertising" expenses that year, a decrease of 4% from the year prior.

The company said in the filing that it invests heavily for retail clients through websites, financial news networks and other TV networks as well as with print and direct mail, while advertising for institutional clients is "significantly less."

Havas does have experience in the space. It used to handle creative responsibilities for Charles Schwab, and was behind the "Talk to Chuck" campaign for Charles Schwab, which first hit the market in the fall of 2005. Schwab initiated a review in 2012, and picked Crispin Porter & Bogusky to lead creative in early 2013.

Havas couldn't be reached for comment and TD Ameritrade declined to comment.

TD Ameritrade got a new chief marketing officer in October, when Denise Karkos, who was managing director of brand strategy and marketing communications, replaced Phil Bowman. Ms. Karkos has an agency background, having previously spent time at The VIA Group, Hill Holliday and Digitas.

In 2011, Ameritrade tapped Omnicom's Goodby, Silverstein & Partners to join its agency roster. WPP's Ogilvy -- which last year won E-Trade -- had handled the business prior.

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