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Image Work Delayed, a Victim of the Client’s Online Success
NEW YORK–Charles Schwab & Co. wants consumers to see the discount brokerage as an investment partner in a new image campaign from BBDO.
The consumer effort has been on hold for several months because the client, pleased with its documentary-style testimonials for schwab.com from Partners & Simons in Boston, did not want to clutter the airwaves with a second message. The P&S campaign will now fade into the background.
BBDO’s three spots–a product of the more than $185 million that sources estimate Schwab will spend on ads this year–aim to show how useful and reassuring the brokerage is to existing customers.
“People tend to think of Schwab as a transactional, value-oriented proposition.
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