Charles Schwab – Talk to Chuck
CHARLES SCHWAB BUSINESS SITUATION
Four months into the Talk to Chuck (TTC) national advertising campaign Charles Schwab had made headway with a solid integrated campaign. Anecdotally, it was receiving positive feedback and most of our business and brand metrics were starting show improvement.
However, one key growth measurement was still lagging the competition and the Charles Schwab brand and advertising team had to figure out how to improve it. Charles Schwab ranked third in consideration in the category and we needed to improve it in order to affect new business growth.
We...