TITLE

Schwab shifts media planning to BBDO

AUTHOR(S)
Linnett, Richard; Cardona, Mercedes M.
PUB. DATE
April 2000
SOURCE
Advertising Age;4/17/2000, Vol. 71 Issue 17, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the selection of advertising agency BBDO Worldwide to handle media planning for Charles Schwab & Co. in April 2000. The contract entails a $70 million print assignment and $180 million in broadcast planning work. The assignment covers media planning for Schwab's Smarter Investors branding campaign and products including Portfolio Consultation and Active Trader, which is an upcoming service for professional investors. BBDO's in-house media unit is headed by executive VP for media planning Bruno Crea. According to Competitive Media Reporting, Schwab spent $191 million on measured media advertising in 1999. Finally, Schwab executives are expected to hear final presentations in the reviews for the female-targeted effort and mutual funds assignment.
ACCESSION #
3011580

 

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