TD Ameritrade: Money On Your Mind

TD Ameritrade, the US-based brokerage, used a podcast to strengthen its muddled brand by educating customers about behavioural economics.

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...

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