CLIENT
Charles Schwab
Jonathan Craig, CMO
Stacy Hammond, Senior Vice President
Sue Luong, Managing Director, Retail Acquisition Marketing & Brand Advertising
Laura Cunningham, Sr. Manager, Brand Advertising
AGENCY
Jonathan Craig, CMO
Stacy Hammond, Senior Vice President
Sue Luong, Managing Director, Retail Acquisition Marketing & Brand Advertising
Laura Cunningham, Sr. Manager, Brand Advertising
Universal McCann
Sammy Marrus, Brand Coordinator
Kati Haberstock, Head of Production
Kara Bello, Producer
Kourtney Luster, Senior Talent Manager
Jeremy Daly, Head of Strategy, West
Josie Rosensteel, Senior Brand Manager
Tommy Means, Chief Creative Officer
Lexi Whelan, Associate Brand Strategy Director
Michael Zlatoper, Chief Operating Officer
Katherine Gannon, Strategist
Eric Cosper, Creative Director
Ben Heller, Associate Creative Director
Jon Phillips, Group Brand Director
The Richards Group
SUMMARY
The financial world is full of Goliaths, and short on Davids. Thankfully, there’s Chuck. For over 40 years, Charles Schwab has been disrupting the industry. Schwab’s mission is to make investing more affordable and accessible, in an industry that typically does neither.
Schwab’s ads boosted Impression and Consideration higher than every competitor. Schwab attracted 46% more New Assets than the year before. Schwab grew faster than much larger competitors with media budgets 3-4X greater.
The challenger became the leader and a beacon for change in the category.
