financial services

Charles Schwab Updates 'Talk To Chuck'


Charles Schwab is doing away with the rotoscope animation “Talk To Chuck” ads. New executions in the six-year-old campaign feature an unnamed company spokesperson.

Rotoscoping was an effective way to launch and differentiate the campaign six years ago, but moving in a new direction is a necessary part of the campaign’s evolution, said Laurine Garrity, chief marketing officer and executive vice president at Charles Schwab. “We will still use the very successful and iconic ‘Talk to Chuck’ logo and call to action,” Garrity tells Marketing Daily.

New creative for the San Francisco-based independent brokerage firm includes TV, print, online and mobile. The ads, from Euro RSCG Worldwide, invite consumers into straightforward conversations about their individual financial needs and goals. The target is an expanding group of investors looking for something different than the standard Wall Street model.



The ads address topics such as the importance of clear pricing, to investing help built around the client’s needs, to specific products and services which appeal to those searching for better ways to invest. Some of the products and services featured include Schwab’s Portfolio Performance Reporting, which enables clients to view their portfolio performance, analyze risk and return and compare returns to market benchmarks, and Schwab’s advised solutions including Windhaven Portfolios.

“The new campaign is a reflection of how the markets, investors -- and Schwab -- have evolved since ‘Talk to Chuck’ first launched,” Garrity says.  Schwab has become more than the discount brokerage that some people still view us to be, and today interest among clients in getting investing help and guidance from us continues to grow.”

The company will develop additional TV ads as part of the campaign featuring the new spokesperson, “who we believe personifies the attributes of the Schwab brand: Approachable, honest, straightforward, knowledgeable and engaging,” she adds.

Garrity noted that while the company has a historical legacy of appealing to investors who preferred to do it on their own, today interest among clients in getting investing help and guidance continues to grow: more than three in four (77%) of investors Schwab surveyed in September say they’d have greater confidence about reaching their financial goals if they had even periodic advice from a professional.



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