Charles Schwab

[someone i can trust, for real]

Back in the ‘70’s, Charles R. Schwab pioneered the discount brokerage and was declared the "king of the Online Brokers” in 1997.

But as discount brokerage competition intensified, revenues declined.
- 39% in 2004 alone!

So, how to get Schwab back to the top of the consideration list?

Working within the Havas agency new business team, our Lowdown sessions revealed that while familiarity may not have been breeding contempt, it may have been leading nervous investors to look for fresher, newer solutions. Schwab’s great size may have been working against itself. It was not coming off as a "brand for someone like me.” A bit too distant. Too institutional. Or just too big to give me the attention I need. It also lacked a strong personality.

"When you get right down to it, what I really need is someone to talk to I can really trust. And I don't want some Wall Street shark, either."

"Someone in the trenches with me. Like an Army General."

"Charles R. Schwab sounds too formal to me. Not someone who'd even consider talking to me.”

Our personal research interviews became real-time testimonials and feeding ground for "real" content that was polished up in a stylish, computer animated creative direction.

And talk about results? Attrition down. Profits up. Market leadership restored.

A legendary campaign everywhere from network TV to your dry cleaner’s garment bags

Lowdown listened and helped Chuck find his voice.