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TD Ameritrade’s creative review comes amid the installation of a new chief marketing officer.
Last month, the online brokerage named Phillip Bowman to the role, filling a vacancy left by the January exit of Laurine Garrity, who’s now CMO at Charles Schwab. Previously, Bowman was svp of marketing of TD Bank, Ameritrade’s largest shareholder.
The incumbent on the business in review is Ogilvy & Mather. Beyond traditional advertising, the assignment includes digital and direct marketing.
The brokerage’s media spending exceeded $165 million last year, up slightly from $162 million in 2009, according to Nielsen.
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