NEW YORK Euro RSCG this week hired someone new to talk to Chuck: Coleen Cahill, who becomes global brand director on the Charles Schwab account.
Cahill, who was most recently the brand equity director at Merkley + Partners, New York, replaces Fred Saunders, who departed Euro for lifestyle reasons — he wanted to leave the San Francisco post to live in Tennessee, said Jeff Brooks co-CEO of Euro in New York. Saunders had worked on the account since Euro won it in 2004. Since then, the agency’s “Talk to Chuck” campaign, which features rotoscope animation, has garnered mostly good reviews. In 2005, Slate’s ad critic Seth Stevenson gave it a B+ stating “it’s refreshing to see a little informality from a financial services firm.”
Brooks cited Cahill’s experience in the category as a motivating factor. She had worked on the Citigroup account, among others, at Merkley and had previously managed advertising and branding initiatives for Bank One and Southwest Airlines as a partner and project director at Gardner Nelson + Partners, New York.
“She brings a strong sense of expertise to the financial services category from a bunch of different angles within financial services from banks to brokerage,” said Brooks.
Cahill’s hire comes as Schwab has rolled out an aggressive summer campaign themed “Make the move.” Brooks said that effort is based on research that shows “there’s going to be a lot of money moving around over the coming months and Schwab is uniquely well positioned to capture a lot of it.”