Charles Schwab Invests Wisely

When Schwab came to us, they wanted to say they were a much better alternative to full-service brokers.

Moment of Creation: Charles Schwab Invests Wisely

Paula Champa

When Schwab came to us, they wanted to say they were a much better alternative to full-service brokers. We won the account with a competitive campaign that showed people thinking about how their broker screwed them when they should have been doing more important things, like surgery.

We did a couple of spots one of them was about a pilot and we realized soon after that it probably wasn't the right tone for Schwab. It was too negative. They got some letters. Also, the landscape changed dramatically from when...

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