Schwab Launches New Ad Campaign Designed to Highlight the Unique Experience Available to Clients of the Nation’s Largest Independent Brokerage Firm

Monday, November 7, 2011 6:00 am PST



Public Company Information:

"Consumers are looking for integrity and candor from their financial services firm"

SAN FRANCISCO--(BUSINESS WIRE)--Charles Schwab, a provider of full-service, high-value brokerage services, has launched the latest evolution in its award-winning “Talk to Chuck” advertising campaign, inviting consumers into straightforward conversations about their individual financial needs and goals.

The new ads, created by Euro RSCG Worldwide six years after the “Talk to Chuck” campaign first debuted, target an expanding group of investors looking for something different than the standard Wall Street model, including tailored solutions, transparency about prices and costs, plain talk and actionable ideas from their financial services firm. The ads address a range of topics that are on the minds of investors today, from 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 in the new ads 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.

“Consumers are looking for integrity and candor from their financial services firm,” said Laurine Garrity, Chief Marketing Officer and Executive Vice President at Charles Schwab. “They want to be more engaged, especially in these turbulent times, but inertia and distrust are significant obstacles. With these new ads, we hope to make it clear that Schwab is a firm that will listen to clients and provide straightforward actionable ideas that make sense for them.”

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 percent) 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. Schwab ended September with a total of 2.4 million accounts either enrolled in retail advisory offerings or under the guidance of an independent advisor, a seven percent increase compared to September 2010. Schwab has also continued to attract overall investor assets at an impressive rate. For the same period, core net new assets totaled $17.6 billion up 21 percent from last year.

The new ads continue to feature the iconic “Talk to Chuck” logo and call to action, but also include an updated look and feel, replacing the animation technique used in prior television ads with a company spokesperson. In addition to television, print and online advertising placements, the latest Schwab ad campaign will also appear on mobile devices, giving people the opportunity to have an interactive look at various Schwab products and services.

To view Schwab’s latest ads, visit

About Charles Schwab

The Charles Schwab Corporation (NYSE:SCHW) is a leading provider of financial services, with more than 300 offices and 8.5 million active brokerage accounts, 1.46 million corporate retirement plan participants, 769,000 banking accounts, and $1.58 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 an extensive selection of mutual funds; 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 through Schwab Advisor Services. Its banking subsidiary, Charles Schwab Bank (member FDIC and an Equal Housing Lender), provides banking and mortgage services and products. More information is available at and (1111-7328)

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Windhaven Investment Management, Inc. ("Windhaven"), is a registered investment advisor and an affiliate of Charles Schwab & Co., Inc., ("Schwab").

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Charles Schwab
Michael Cianfrocca, 415-667-0344
Pablo Rodriguez, 415-486-3267

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Schwab's new 'Talk to Chuck' print ad (Graphic: Business Wire)

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