GSD&M Raids Sibling Shop for Schwab Account

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Charles Schwab & Co.’s decision to shift its creative account from BBDO to GSD&M last week was rooted in the client’s desire to adopt a more retail-minded strategy, after four years of celebrity-driven efforts from BBDO, sources said.

Schwab also is moving toward a more integrated approach to marketing, with less emphasis on TV, said sources.

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