GSD&M Raids Sibling Shop for Schwab Account

NEW YORK — 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. The abrupt shift was made without a review and after GSD&M, a Schwab roster shop since 2000, presented work on a CyberTrader assignment that the San Francisco client wanted to use in a broader campaign.