Schwab Chucks Charles For Chuck

According to New York Times, brokerage house, Charles Schwab, has introduced a new ad campaign from Euro RSCG Worldwide in New York, the Havas agency that was awarded the company’s brand and retail advertising account in December.
The campaign is directed at current and potential Schwab customers in a way meant to echo the informal yet focused approach of Mr. Schwab.
“It’s a bit of a risky move,” said Marc E. Babej, president of Reason Inc. in New York, a brand and corporate strategy consultant. ” ‘Talk to Chuck’ sounds like, ‘We love you, man.’ ” But, he added, “it stands to get attention,” and “if Chuck becomes an icon for the company, in a ‘What would Chuck do?’ way, it would help set Schwab apart in the marketplace.”
The campaign is part of intensive efforts by Schwab to regain its footing after major missteps after the dot-com bust. The overhaul has included bringing back Mr. Schwab as chief executive, extensive cost-cutting and reducing trading commissions.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.