Schwab taps AKQA for digital strategy

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Charles Schwab has selected AKQA for a digital strategy project.

“AKQA will be helping us with our firm-wide Web site strategy,” said Matt Hur­witz, director of corporate PR at Charles Schwab, via e-mail. “This is not an ad cam­paign. It is work focused on gaining addi­tional insights into digital marketing.”

Schwab will continue to work with its agency Euro RSCG. The two recently updated Charles Schwab & Co. Inc.'s exist­ing public image to address the frustration many Americans feel about the state of financial services given the current eco­nomic woes.

The latest version of the “Talk to Chuck” advertising campaign encourages consumers to empower themselves and “Do something about it,” rather than feel that there is no hope for their financial problems.

The digital creative for this campaign is running on personal finance, news sites and lifestyle sites in the form of both tra­ditional display units and customized part­nerships. Hurwitz did not say what role, if any, AKQA will play in this campaign's media buy.

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