Schwab Kicks Off '04 With New Advertising Campaign
'This Is Where We Come In' - Print, Broadcast Campaign Showcases Breadth of Schwab's Offerings
SAN FRANCISCO, CA, December 31, 2003 -- The Charles Schwab Corporation (NYSE: SCH) will launch a new advertising campaign in January showcasing for the first time how the company, which started as a discount broker in 1974, also provides investment advice to individuals and sophisticated solutions for investment advisors, institutional investors and retirement plans.
The campaign, launching on New Year's Day in the College Bowl Series broadcasts, marks the start of a plan to substantially increase Schwab's advertising presence over 2003 levels. The campaign also represents a sharp departure for the company, which has historically focused the bulk of its advertising on the retail brokerage business.
The advertisements feature a variety of Schwab investment services, including those for employers offering retirement plans, investment advisors who manage portfolios for individuals, investment professionals working in the capital markets business, and for individuals seeking investment strategies and financial plans. Creatively, the ads illustrate how Schwab has developed breakthrough solutions not only for individuals, but also for its institutional clients -- with advice services for 401k participants, sophisticated trading systems for institutional investors and business consulting for independent advisors.
"Schwab today is so much more than the discount broker many people think of. We provide investment advice and expertise to millions of investors, as well as sophisticated resources and solutions to investment advisors, employers and institutions," said Jody Bilney, Schwab's chief marketing officer. "We're proud of our heritage and remain more committed than ever to serving the independent individual investor. But by highlighting some of our lesser-known but very influential businesses, we intend to expand perceptions of Schwab and just how much we do, as well as promote those services to potential institutional clients."
Featured in the campaign:
- Schwab Institutional, which is the leading provider of services to independent investment advisors. More than 5,300 advisors utilize Schwab's services to manage $260 billion in assets at Schwab, representing nearly 30 percent of total client assets custodied with the company, also as of September-end.
- Schwab Corporate Services, which helps employers of all sizes manage their retirement and stock option plans. Total client assets in employer- sponsored retirement plans at Schwab equaled $105 billion at the end of September 2003
- Schwab Capital Markets, which is the nation's second largest market maker of Nasdaq securities.
- Schwab Equity Ratings, which uses a fact-based, objective approach to evaluate the stocks of over 3,000 U.S.-headquartered companies, more than any other major brokerage firm. The ratings provide a clear, straightforward A through F rating of Schwab's view of a stock's 12-month potential performance.
The campaign, developed by GSD&M of Austin, Texas, consists of a wide range of broadcast and print placements running into February. In addition to appearing on the Bowl Championship series, the ads will run during Sunday morning news programs, broadcast prime time and on national cable networks. Print placements will include national news dailies as well as monthly personal finance and weekly news magazines.
"Schwab is one of the best known and trusted names in financial services," said Alicia Kriese, SVP with GSD&M. "And while the brand is well-known, for many people there's a surprise -- a Schwab they may not have known. With this ad campaign we're focusing on the very real, very tangible needs that businesses have - and highlighting Schwab's solutions. The message -- simply stated -- is that there's more to Schwab than you may realize."
About Charles Schwab
The Charles Schwab Corporation, through Charles Schwab & Co., Inc. (Member SIPC/NYSE), U.S. Trust Corporation, CyberTrader, Inc. (Member SIPC/NASD) and its other operating subsidiaries, is one of the nation's largest financial services firms. The Charles Schwab, U.S. Trust and CyberTrader Web sites can be reached at www.schwab.com, www.ustrust.com and www.cybertrader.com, respectively. (1203-13676)
About GSD&M
Founded by six University of Texas students in 1971, GSD&M has grown to become a nationally acclaimed agency of more than 600 employees and estimated 2003 billings of $1.3 billion. GSD&M's core purpose is to deliver sustainable results for purpose-based companies and brands. They produce impactful, award- winning work for some of the country's most respected brands, including Wal- Mart, Southwest Airlines, Tostitos, DreamWorks, the U.S. Air Force, Charles Schwab, Krispy Kreme and Dial. In 1998, GSD&M became part of the Omnicom Group (NYSE: OMC), a leading holding company of advertising ad communications specialists operating in more than 100 countries.
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