Campaign details
Brand: TD AmeritradeBrand owner: TD AmeritradeLead agency: Havas New YorkContributing agency: Neo MediaMarket: North AmericaIndustries: InvestmentMedia channels: Mobile & apps, Online display, Programmatic display, Radio & audio, Search marketing, Social media, Budget: 500k - 1 million
Executive summary
TD Ameritrade is smaller than its competitors. Also, due to a series of mergers and acquisitions, its brand suffers from a muddied identity. Its three main competitors (Schwab, Fidelity and Vanguard) enjoy clearer brand positions and demonstrate more thought leadership.
Historically, TD Ameritrade's advertising has...