• by Tanya Gazdik , June 12, 2013

Charles Schwab is replacing its long-time “Talk to Chuck” tagline with “Own Your Tomorrow.”

The national marketing campaign breaking this week includes TV,  print,  online and mobile media.

An updated logo will begin appearing in branch signage, marketing collateral, client and prospect communications, and Schwab’s various online properties.

The campaign highlights the power of engagement and taking ownership, both in everyday life and in investing. The financial services company wants to not only continue to talk with clients, but also deepen its relationships and ensure, through personal engagement and mutual respect, that clients’ financial goals and a better tomorrow are within reach.

The effort was introduced with a letter from founder and Chairman Charles R. Schwab, which appeared in The Wall Street Journal and The New York Times.

“I founded Schwab on the belief that investing is a means by which individuals can participate in a growing economy: investing is an act of optimism and Schwab was built for the optimists who believe tomorrow will be better than today,” Schwab said in the letter.

Schwab described the investors highlighted in the new campaign as “people who engage, who ask questions, who want to look under the hood and kick the tires, who take ownership of their future.”

He elaborated on the new campaign, saying: “For many years, we’ve encouraged investors like you to ‘Talk to Chuck’ so we could help you manage through the array of investing challenges and opportunities. I still encourage you to do that. But going forward, our communications will emphasize the fundamental belief we share with you: a belief that through personal engagement, and a relationship of mutual respect, your financial goals and a better tomorrow are within reach.”

The first effort for the brand from Crispin, Porter + Bogusky includes TV spots directed by John Hillcoat that feature Chuck Schwab’s perspective on ownership. Voiced-over scenes depict investors taking ownership and actively engaging in their day-to-day lives including working late, speaking up in town halls and spending time with their families.

Media includes all major networks in a variety of programming including “MadMen,” “60 Minutes” and upcoming sports events.

Print and digital media featuring the idea of engagement told from the perspective of Chuck Schwab, investors and Schwab investment professionals. Print ads will appear in a range of national publications, including The New York Times, The Economist, and The New Yorker.

The digital campaign will contain home page takeovers, pre-roll, rich media and tablet executions in Yahoo Finance, Bloomberg, and The WSJ Tablet App.

New ads will continue to appear throughout the summer and into the fall of 2013.

More people are becoming engaged with their money after a challenging decade of investing, and others aspire to be more engaged but haven’t yet found the right financial professional,” says Schwab Executive Vice President and Chief Marketing Officer Jonathan Craig.

“Today’s engaged investors want to work with a firm that shares their values,” Craig says. “They want a say in what they’re getting, and the ability to understand what it costs. They also want an investment professional who provides actionable guidance, but is willing to roll up his or her sleeves and work closely with them. These are the values we are highlighting in our new campaign.”