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BBDO has won a wide-ranging $50 million assignment from Charles Schwab & Co., with responsibility for an image campaign for its financial services, due this fall. The agency also won Schwab’s media planning duties.
Schwab previously divided its assignments among several shops. A review had ostensibly been under way for Schwab’s sports promotion business, resigned by Lowe & Partners/SMS, New York. Billings, however, were estimated at $30 million–double what Lowe’s sports business had been –fueling speculation of a wider review [Adweek, June 1].
“BBDO came in and blew us away,” said Len Short, the client’s executive vice president of advertising and brand management, referring to the shop’s branding work for clients such as Visa.
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