How TD Ameritrade builds accountability into marketing

Geoffrey Precourt

TD Ameritrade, the brokerage and investment company, has taken numerous steps to help align its marketing with true business drivers.

Eight years ago, before she joined TD Ameritrade, Denise Karkos was SVP/market planning at TD Bank.

And, she recalls, her team had “just rocked with a home-equity campaign. We were so proud at how well we were performing that we went to our CMO and talked about the performance of this campaign in terms of clickthroughs and response rates back” – powerful metrics in those different digital times.

Denise Karkos, CMO, TD Ameritrade

The CMO, in turn, was every bit as pleased, and proposed, “Let’s get in front of the CEO, and let’s tell him the efficacy of your campaign,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands