Schwab Work Bows via GSD&M

GSD&M starts rolling out new work for Charles Schwab & Co.’s CyberTrader business today, two weeks after winning the client’s creative account.

Six spots are scheduled to run on national cable financial-news channels. The campaign helped spur the client’s decision to shift its corporate creative business from BBDO in New York to the Aus tin, Texas, shop [Ad week, April 15].

Schwab asked GSD&M to adapt its CyberTrader ideas to its whole account, said shop group director Alicia Smith Kriese. “They said, ‘Could you apply the same type of branding process for the entire Schwab brand?’ ” she said.

Unlike BBDO’s celebrity-driven work, such as this year’s Super Bowl effort with home-run kings Hank Aaron and Barry Bonds, GSD&M’s ads portray the everyday investor.

People discuss their investing styles in the introductory 60-second spot touting Schwab’s online trading platform. “I like to swing,” says one older investor. “I’m a swing trader.” The cozy shots meld into a montage of Schwab’s CyberTrader services, such as streaming data and news.

Other spots use animals to accentuate the dangers of following the herd. Sheep, wildebeests and goats are shown in the wild as the voice over explains why they would make “lousy CyberTraders.”

Each ad employs the tag line, “There are traders and there are CyberTraders.”

Kriese said new corporate-image work, which could break as early as mid-May, will target a more general audience and have a different look.

Schwab spent about $140 million on advertising in 2001, according to CMR. GSD&M has been a Schwab roster shop since 2000.