Schwab Launches New Advertising: “Do Something About It -- Talk to Chuck”

Wednesday, January 14, 2009 6:00 am PST



Public Company Information:


SAN FRANCISCO--(BUSINESS WIRE)--Charles Schwab & Co. Inc. today launched the latest evolution of its Talk to Chuck advertising campaign which addresses head-on the frustration many Americans feel about the state of financial services. The ads encourage consumers to “Do something about it,” and are a direct response to widespread public sentiment that people are without options and without an ally when it comes to fixing their financial problems.

“The average American saver and investor will tell you they feel that even though they did everything ‘right’ and played by the rules, everything still went wrong,” said Ben Stuart, senior vice president of brand marketing for Schwab. “People are frustrated and angry, they’ve lost trust, and they don’t believe in the system. This is serious stuff, it’s people’s money and it’s their confidence in the future. We want them to know they have options, that they are not powerless and they are not alone, and that Schwab has the people, products and solutions that can help.”

The ads provide a positive message during uncertain, turbulent times, addressing a range of concerns including the safety and security of money, the need to rethink retirement plans, and the often unduly high cost of services -- and they encourage people to take action and control of their financial futures. Several ads will feature Schwab product and services well-suited to the needs people have today, from the new Schwab Bank Invest First Visa® Credit Card and Schwab Bank High Yield Investor Checking® to brokerage account options such as Schwab CD OneSource™.

“Thousands of people have come to Schwab in the last year.* In October alone – the worst month in stock market history – over 30,000 came to Schwab, and they are coming here exactly because they want to do something about it,” Stuart added.

Print and online ads begin running today, and television ads will begin airing the first week of February. To view the print ads, visit

Brokerage products: Not FDIC Insured • No Bank Guarantee • May Lose Value

About Charles Schwab

The Charles Schwab Corporation (Nasdaq:SCHW) is a leading provider of financial services, with more than 300 offices and 7.4 million client brokerage accounts, 1.4 million corporate retirement plan participants, 438,000 banking accounts, and $1.1 trillion in client assets. Through its operating subsidiaries, the company provides a full range of securities brokerage, banking, money management and financial advisory services to individual investors and independent investment advisors. Its broker-dealer subsidiary, Charles Schwab & Co., Inc. (member SIPC,, and affiliates offer a complete range of investment services and products including Schwab CD OneSource™; financial planning and investment advice; retirement plan and equity compensation plan services; referrals to independent fee-based investment advisors; and custodial, operational and trading support for independent, fee-based investment advisors. The Charles Schwab Bank (member FDIC) provides banking and mortgage services and products, including Schwab Bank Invest First Visa® Credit Card, and Schwab Bank High Yield Investor Checking®. More information is available at (0109-7579)

*Net New Client Assets, as reported in The Charles Schwab Corporation Q3 2008 Earnings Report.


Charles Schwab
Matt Hurwitz, 415-636-3700

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