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.
