Havas Worldwide Wins TD Ameritrade’s Account

Online player spends $100 million in media annually

TD Ameritrade has found a new lead creative agency.

Havas Worldwide has landed the account after a review in which the other finalists were the New York offices of FCB Garfinkel and DDB, according to sources. Annual media spending is estimated at $100 million.

While it's a big new account for Havas, with estimated revenue of $12 million, the business conflicts with another client: Charles Schwab, for the which the agency already handles the Active Trader and optionsXpress offerings. Those assignments, with combined revenue of about $3 million, stayed at the shop last year even after Schwab shifted its core account to Crispin Porter + Bogusky. 

To insulate the competing brands, Havas will seek to find a new home for Schwab at another agency within its holding company, said a source. Still, Schwab may have other plans. The agency declined to comment.

On TD, Havas succeeds Goodby, Silverstein & Partners, which had handled the account since 2011 and did not participate in the review.

TD executives briefed the contenders in March, and final presentations took place last week, sources said. Hasan + Co. in Raleigh, N.C. helped manage the search.

In a statement, a TD representative confirmed the selection, saying that Havas will lead creative efforts around its retail business. The rep fruther noted that TD works with several roster shops, adding, "We're looking forward to integrating Havas into the mix."

Other roster players include Publicis Groupe's MediaVest, which plans and buys traditional media, and WPP Group's Neo@Ogilvy, which handles TD's digital media business.