BOSTON TD Ameritrade has chosen Publicis Groupe’s MediaVest for its domestic general market buying and planning chores, the agency said today.
The client spends nearly $160 million annually in U.S. measured media, per TNS Media Intelligence.
WPP Group’s Mediaedge:cia had previously handled the assignment.
“MediaVest’s consumer centric approach to planning, coupled with a superior buying capability, played an important role in our decision”, said Robert Haverback, client vp, brand management and advertising. “They have the unique ability to drive smart marketplace solutions that are both scaleable and innovative, while providing a client service structure unique to our corporate culture and business goals.”
MediaVest adds strategic planning and buying responsibilities for the client’s retail business targeted to active traders and long-term investors.
OgilvyOne continues to handle creative duties and Neo@Ogilvy continues to handle digital advertising efforts. Karsh Hagan handles both creative and media duties on TD Ameritrade’s institutional business.