New Schwab Campaign Invites Investors to 'Talk to Chuck'
September 27 2005 - 8:32AM
PR Newswire (US)
Nationwide print, TV, online and outdoor ads speak to real-life
issues investors face SAN FRANCISCO, Sept. 27
/PRNewswire-FirstCall/ -- Charles Schwab & Co., Inc. this week
launched a national marketing campaign with the theme "Talk to
Chuck" across a broad spectrum of print, TV and online media, as
well as across outdoor venues in select major U.S. markets. Print
advertising launches in major national newspapers on Wednesday and
Thursday with a letter from founder and CEO Chuck Schwab distilling
the campaign's message to investors. "I've built my entire company
based on listening to people first. Then talking," Schwab says in
his letter. "I recognized early on that what you, the investor,
want most is someone you can relate to; a straight talking voice
who can guide you, advise you and support you. And, at the heart of
it all, a fair price that reflects the true value of your
transaction. Today at Charles Schwab, we're carrying that vision
forward to every level of investor. "We're ready to talk to you
about your needs and the most practical ways to meet them," Schwab
continues. "'Talk to Chuck' is our promise to you that when you
pick up the phone, go online or simply walk into a Schwab branch,
you're speaking to someone who does business the way I do. Someone
who carries the standard of ethics on which I built this company.
Trust. Integrity. Professionalism." Created by Euro RSCG
Worldwide-New York, the campaign plays out in a series of bold,
typographically-driven print, TV and online advertisements
featuring statements or questions that reflect many of the concerns
and questions investors say they face today - including mutual fund
selection, commission prices, portfolio performance and other
investment topics - and the unique solutions available at Schwab.
Following are a few sample headlines from the campaign: -- Think
you've got a dog in your portfolio? We'll not only help you find
it, we'll help you fix it. -- There are 17,000 mutual funds out
there. How about seven that are right for me? * -- I'm a hundred
thousandollaraire. Why am I paying commissions like a
multimillionaire? -- "My house is worth a million" is not a
retirement plan. -- Waiting for the market to come back? The
market's not waiting for you. In 15-second TV advertisements, the
headlines roll across the screen as "talking type" accompanied
solely by music with no voiceover. In 30-second spots, the format
changes to a series of live-action conversations that have been
converted into an expressive form of animation. In these spots,
individual investors express opinions on their brokers, investment
firms and investment choices in general. Schwab Executive Vice
President and Chief Marketing Officer Becky Saeger noted that the
campaign extends beyond advertising to branch signage, marketing
collateral, client and prospect communications and to schwab.com
and rich online media across a wide range of web properties. "The
campaign communicates the accessibility of Schwab, and leverages
the unique heritage of this firm and Chuck Schwab as advocates for
the interests of individual investors," Saeger said. "In our
research, investors told us that while they see little difference
between financial services firms, Schwab still stands out," Saeger
added. "Investors see Schwab as a firm that has consistently
listened and responded to the needs of individual investors, and
there's a tremendous amount of trust and equity built up in our
name. They are looking for someone who can help them map out an
investment strategy or guide them through the morass of investment
choices to the ones that are right for them. 'Talk to Chuck' is an
invitation to bring us the very real issues they face in their
financial lives and a promise that we'll listen and respond to
their needs." Schwab is rolling out the "Talk to Chuck" campaign
nationwide after deploying the theme in advertising targeted at
active traders and a successful six-month test in Houston, Denver
and Chicago. All three markets saw a lift in new accounts and net
new assets, as well as significant increases in unaided consumer
awareness of Schwab in general and as a unique alternative to other
financial services firms. The "Talk to Chuck" campaign is the first
major work developed for Schwab by Euro RSCG. "In creating the new
advertising campaign, we sought to leverage Schwab's pioneering
spirit as a company that challenges conventional wisdom and
continually innovates on behalf of investors," said David Jones,
CEO Euro RSCG Worldwide. "It was also imperative that we
communicate that the values and dynamism that Charles Schwab, the
man, personifies are shared and delivered upon by every employee of
the company. In a category that is full of a lot of impersonal
companies speaking at customers, here is a company that is inviting
you to call them by their first name and is making a clear
statement that they will listen." The media strategy, developed by
Schwab's media agency PHD USA, utilizes a broad spectrum of
channels. The initial television buy includes prime-time season
premieres and specials, NFL and college football broadcasts, Major
League Baseball post-season games, and a deep list of cable
networks. Print advertising will achieve local and national
readership through a wide range of daily, weekly and monthly
publications that include personal finance, business, news and
lifestyle titles. The online component will include major Web
portals like Yahoo!, AOL, MSN and CNN.com, and then expand into
additional sites and rich, interactive media in future weeks.
Out-of-home components for the campaign include a mix of
billboards, taxi tops, coffee sleeves, bus shelters, kiosks, and
commuter rail and airport signage in New York City, Washington,
D.C., Los Angeles and San Francisco. * Investors should consider
carefully information contained in the prospectus, including
investment objectives, risks, charges and expenses. You can request
a prospectus by calling Schwab at 1-800-435-4000. Please read the
prospectus carefully before investing. About Charles Schwab The
Charles Schwab Corporation (NYSE / Nasdaq: SCH), through its
operating subsidiaries, provides securities brokerage and financial
services to individual investors and the independent investment
advisors who work with them. With over 7 million accounts and more
than $1.1 trillion in client assets, The Charles Schwab Corporation
is one of the nation's largest financial services firms. Its
subsidiary Charles Schwab & Co., Inc. (member SIPC) provides a
complete range of investment services and products, including an
extensive selection of mutual funds; financial planning and
investment advice; retirement plans; referrals to independent
fee-based investment advisors; and custodial, operational and
trading support for independent fee- based investment advisors. Its
subsidiary Charles Schwab Bank (member FDIC) provides banking and
mortgage services and products. The corporation's other operating
subsidiaries include U.S. Trust Corporation (member FDIC) and
CyberTrader(R), Inc. (member SIPC). These companies' Web sites can
be reached at http://www.schwab.com/, http://www.schwabbank.com/,
http://www.ustrust.com/, and http://www.cybertrader.com/. About
Euro RSCG Euro RSCG Worldwide, a leading integrated marketing
communications agency, is made up of 233 offices located in 75
countries throughout Europe, North America, Latin America, and Asia
Pacific. Euro RSCG provides advertising, marketing services,
corporate communications, and interactive solutions to global,
regional, and local clients. Euro RSCG Worldwide is the largest
unit of Havas, a world leader in communications
(NASDAQ:HAVSNASDAQ:-NASDAQ:EuronextNASDAQ:ParisNASDAQ:SA: HAV.PA).
(0905-8568) DATASOURCE: Charles Schwab CONTACT: Glen Mathison of
Charles Schwab, +1-415-636-5448, or ; or Jenni Katz of Powell
Communications, +1-212-460-0552, or Web site:
http://www.schwab.com/
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