TD Ameritrade's CMO Built a New Brand Image Based on Confidence and Convenience

Adweek’s 2016 Brand Genius winner for financial services

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Three years ago, when Denise Karkos was named CMO at TD Ameritrade, she had her work cut out for her. Her task: make the stodgy and often-character-free financial services industry relatable—even fun—to Americans.

Such a feat would require a departure from how brokerages usually advertise. Not only is talking about online trading boring to most people, it risks conjuring memories of the Wall Street meltdown of 2008 and the recession it unleashed. But with years of experience at creative shops including Hill Holliday and The Via Group, Karkos knew a way around those pitfalls, and she switched up the brand's playbook to bring data and creative together.

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