Brainwave Winner:  Becky Saeger

April 6, 2009

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With the financial markets on everyone’s mind these days, Becky Saeger is making sure that Charles Schwab & Co. is a reassuring voice and source of support. “We are on the front lines of helping our company stay strong and deliver for our clients,” says Saeger, who was responsible for the highly successful “Talk to Chuck” brand platform.

“We’ve seen dramatic shifts in consumers’ attitudes toward money,” says Saeger.  “People are more engaged and involved in managing their financial situations, but any financial services company is challenged to maintain their trust.”

Saeger uses her creativity and analytical skills – along with 20 years of agency and corporate experience – to build her brand. Prior to joining Schwab in 2004, Saeger was head of marketing at Visa USA, where Sports Business Journal named her one of the “Top 20 People in Sports Advertising.” Her recent accomplishments include launching the Schwab Trading Community, an online center for its active trader clients, and the Schwab MoneyWise program to help parents teach financial skills to their children.

In the past year, Wall Street’s plunge has forced millions of consumers at all income levels to make unplanned changes in their lives. “What we’re trying to do is show people that there is a way forward,” Saeger says. “We want to create a rallying cry and be a voice of hope and encouragement.”

For example, Schwab recently repositioned its online retirement services center to reflect changing economic circumstances.  “At the same time, our strategy as a company hasn’t changed – we’re still helping people be financially fit,” she adds. “What’s changed is how we execute our marketing and communications programs.”

Now you’re more likely to see Schwab in lifestyle media than in financial publications. After all, Saeger is thinking about how a sound financial strategy can improve peoples’ lives. “We are truly a change agent,” she says, “and people need us now more than ever.

For more Changing the Game Awards Winners:

Brainwave Winner: Pamela K. El
Brainwave Winner: Laura Klauberg
Brainwave Winner: Sue Bostrom
Quantum Leap Winner: Nancy Smith
Paradigm Shift Winner: Esther "E.T" Franklin
No Apologies Winner: Dr. Jane McGonigal