Digital marketing agency iCrossing has inked a deal with Charles Schwab to work on its recently launched "Own Your Tomorrow" initiative and lead its paid-search marketing efforts across several business units. The agency will help marketers better understand the financial investment firm's audience, and how consumers want to engage with the brand across digital media.
iCrossing also will help Charles Schwab create its future by combining metrics from audiences across the organization to improve on its marketing messages. Agency executives in the San Francisco office have already begun working on the account.
The "Own Your Tomorrow" campaign focuses on teaching the general public how to take ownership of their investments and their financial future. Many people appear stuck. They don't know what to do with their investments. Some might view it as being dazed and confused, especially when it comes to make investment changes during challenging times such as unexplained fluctuations in the financial markets.
The news of Charles Schwab's decision -- a bit surprising for some -- comes in the wake of reports suggesting the Hearst-owned digital agency experienced a recent exodus of talent. The reports point to the exit this month of iCrossing head of social Amanda Peters, and SVP of strategy and planning Shoshana Winter -- and we're only 22 days into the year.
Matt Kropp, managing director of iCrossing's search agency office in Chicago, left late last year to join San Diego-based search agency Covario.
Reports also note that in June of last year Don Scales stepped down as CEO, and chief client officer Colin Turney and EVP of global development Marlin Jackson left their positions. Other executives who left include marketing SVP David Deal, associate director of social media Ashmi Elizabeth Dang, SVP client operations Jessica Burdman, SVP of market research Lisa Ponte Fazio, and VP of strategy Rob Garner. Just to name a few. The list goes on.