Even as he was finishing his 16-year run on “Law & Order”, Sam Waterston was the network-television face of TD Ameritrade.

He had all the right attributes for the online trader: He was one of the good guys. He was smart. Personable. And his audience recognition was through the roof.

As Denise Karkos, TD Ameritrade’s CMO, reported to delegates at the Association of National Advertisers (ANA) 2018 Advertising Financial Management Conference, “We had years and years of Sam Waterston showing our platforms, and demo-ing them, and talking about trading. It was great for our brand.”

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Denise Karkos, CMO, TD Ameritrade