3 Agencies Vie for TD Ameritrade’s Creative Account

Marketer spends $100 million in media annually

TD Ameritrade has narrowed the field in its creative review.

Three agencies have advanced to the final round, according to sources. Sources identified two of the shops as FCB and DDB; the third has not been revealed to the other contenders, as the agency has business that conflicts with TD Ameritrade, said sources.

The online brokerage spends about $100 million annually on media, according to Nielsen.

Ameritrade competitors include E-Trade, now handled by Ogilvy & Mather; Charles Schwab, which is shared by Crispin Porter + Bogusky and Havas Worldwide; Fidelity, whose lead agency is Arnold; and Scottrade, handled by Hoffman and Partners.

The winner of Ameritrade's review will succeed Goodby, Silverstein & Partners in San Francisco, which is not defending. Hasan + Co. in Raleigh, N.C. is managing the search.

Ameritrade executives will brief the contenders next week, and final presentations are slated for late April, according to sources.

Hasan principal Hasan Ramusevic did not return messages and Ameritrade had no comment.

Media responsibilities are not in play and remain at MediaVest (traditional) and Neo@Ogilvy (digital). Ameritrade expects to complete its search by the end of next month.