CLIENT
Charles Schwab & Co., Inc.
Becky Saeger, EVP - CMO
Ben Stuart, VP - Brand Strategy and Advertising
Mike Naughton, VP - Media Management
Whitney Hayes, Dir. - Brand Advertising
Chris O'Neill, Dir. - Media Management
Peter Deluca, SVP - Mktg. Services
AGENCY
Euro RSCG Worldwide New York *Lead Agency
Israel Garber, Creative Dir.
Simon Nickson, ACD - Art Dir.
Drummond Berman, ACD - Copywriter
Don Hogle, Managing Dir. - Strategy
Fred Saunders, Group Account Dir.
Alison Harris, Account Dir.
Hope Lind, Account Supervisor
Michael Lee, ECD - Integration
Richard Notarianni, ECD - Media
Maryann Pulvirenti, Account Dir. - 4D
Ron Berger, CEO - Chief Creative Officer
Marc Blanchard, Creative Dir. - 4D
PHD
Hans Logie, Media Dir.
Helena Ghez
SUMMARY
We set out to reignite a once great American brand - Charles Schwab - and reclaim Schwab's historical role as advocate of the individual investor. In our messaging, we put real investor issues front and center, and answered directly with Talk To Chuck - both as an invitation to a conversation and a strong call to action. We succeeded wildly. New to firm assets rose 36% - an incremental increase that was greater than many competitors annual revenue. And Schwab gained ground on (and passed) its competitors in key success metrics - consideration, momentum, relevance, and differentiation.
