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The biggest cliché about advertising reviews is that they’re triggered by turnover in marketing leadership, which appears to be the case for Charles Schwab.
The review begins two weeks after the financial firm replaced chief marketing officer Laurine Garrity, who held the job for 19 months. The new cmo is Jonathan Craig, a Charles Schwab veteran who previously was svp of retail marketing and client acquisition, a company representative confirmed.
Craig, naturally, will be among the key decision-makers in the review, which is being managed by External View Consulting Group in Culver City, Calif.
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