Euro To Carry Schwab Brand Back To 'Main St.'

Euro RSCG is taking Charles Schwab back to its populist roots, sources said. The Havas shop’s winning pitch in the struggling discount-brokerage pioneer’s $110 million creative review will attempt to portray Schwab in a manner that one executive called “much more Main Street than Wall Street.”

Sources said the client asked agencies to present a point of view on how or even whether the CEO—who returned to the struggling company in July—should be used in the marketing message.

“Chuck Schwab, with his passion and vision for individual investors, is back as CEO and is more engaged than ever,” the brief said.

Euro presented an integrated idea that has the CEO as its centerpiece.