Wieden Lands U.S. Trust Business

U.S. Trust, owned by Charles Schwab since 2000, moved its creative account last week from BBDO to Wieden + Kennedy in New York, according to sources.

The win followed a review in which Wieden bested Av rett Free Ginsberg and Gotham, both New York, said sources. Incumbent BBDO in New York did not defend.

A source said the bank began talking to agencies about two months ago. BBDO’s ads for the client were “essentially pretty photos of contented people and lots of body copy,” the source said.

A BBDO rep declined comment.

U.S. Trust spent about $5 million in measured media—mostly print—in 2002, according to CMR. Rubin Pos taer and Associates in Santa Monica, Calif., handles national broadcast buying for U.S. Trust.

The client did not return calls for comment. Wieden executives could not be reached.

The account represents the first win this year for Wieden’s New York office, which just launched a new campaign called “Without Sports” for ESPN, a longtime client. The sole win for Wieden in New York last year was Avon’s Mark cosmetics line.

BBDO acquired the U.S. Trust account in February as part of its Schwab business. That account moved to GSD&M in Austin, Texas, last year. U.S. Trust’s ads have appeared in publications such as Fortune and The New Yorker.

Wieden in New York has about 55 staffers and claims $125 million in billings. Other clients include Nike and Jordan.