TD Ameritrade Picks New Lead Agency

Goodby selection ends Ogilvy's 14-year reign

Goodby, Silverstein & Partners has replaced Ogilvy & Mather as TD Ameritrade's lead creative agency.

The selection came after a review that had been narrowed to Goodby in San Francisco and Mullen in Boston. Ogilvy had handled the business, which includes advertising, digital and direct marketing, for 14 years.

TD Ameritrade's media spending totaled $165 million last year, according to Nielsen. That figure does not include online spending.

Traditional and digital media duties were not in play and remain at MediaVest and Neo@Ogilvy, respectively. A TD Ameritrade representative revealed the Goodby hire this morning.

The creative review began in the spring, after TD Ameritrade named Phillip Bowman to the role of chief marketing officer. Bowman, who shifted from svp of marketing at TD Bank—Ameritrade’s largest shareholder—filled a vacancy left by the January exit of Laurine Garrity, who landed at Charles Schwab.

Ogilvy’s tenure on the business dated back to 1997, when the agency launched the Ameritrade brand online. In 2006, Ameritrade acquired TD Waterhouse to become TD Ameritrade, whose headquarters is in Omaha, Neb. Ogilvy handled the account at its New York office.