Schwab updates ‘Talk to Chuck’ push

A new version of Charles Schwab & Co. Inc.’s existing public image aims to address the frustration many Americans feel about the state of financial services given the cur­rent economic woes.

The latest evolution 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.

While previous “Talk to Chuck” ads focused more on having a personal rela­tionship between consumers and the broker­age house, this campaign is geared more at encouraging the consumer to take the action while keeping the friendly “Chuck” tone.

“We felt it was necessary to evolve ‘Talk to Chuck’ to reflect the new financial reali­ties consumers face,” said Matt Hurwitz, director of corporate PR at Charles Schwab. “Part of the reason ‘Talk to Chuck’ is so effective is that it speaks directly to consum­ers and addresses their real concerns.”

The Euro RSCG-produced campaign launched January 14 online and in print, and will extend to TV the first week of February. The digital creative is running on personal finance, news sites and lifestyle sites in the form of both traditional display units and customized partnerships.

Several of the new ads feature Schwab products and services geared toward the needs people have in this economy, including the new Schwab Bank Invest First Visa Cred­it Card, Schwab Bank High Yield Investor Checking and Schwab CD OneSource.

“We needed to update our messaging to stay grounded in the new consumer insights that are developing, and the skepticism and loss of confidence that consumers are expe­riencing,” Hurwitz said. “We also wanted to communicate to people that they are not powerless in this economy and demonstrate the full breadth of Schwab’s offerings.”

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