Charles Schwab

Pete Boland, SVP Brand Strategy and Activation
Nicole Portet, VP Advertising

CP+B *Lead Agency

Ryan Skubic, VP/Managing Director
Benny Thomas, Executive Strategy Director
Mason Reed, EVP/Managing Director
Kevin Jones, Executive Creative Director
Pai Chen, Senior Cognitive Anthropologist
Antonio Marcato, Associate Creative Director
Sue Anderson, Executive Creative Director
Hoj Jomehri, Creative Director

Universal McCann

A challenger taking on an entrenched system. A hero from the wrong side of the street. A difficult courtship. Welcome to the world of investment services. Discount broker Charles Schwab wanted to attract more affluent investors not easy when advisor relationships often last a lifetime and old-school Wall Street brokerages dominate. Rather than criticize competitors, we challenged investors to question their own decisions and gave them the tools they needed to break up. Our initiatives disrupted the category and propelled Schwab to leadership in a relatively short time.