New PHD has swiped the media account for Charles Schwab, the online
share trading company that has taken the US by storm and recently
launched in Europe.
New PHD picked up the account without a formal pitch. The creative
account was won by New PHD’s sister agency, Abbott Mead Vickers BBDO,
across Europe in June.
Nick Horswell, a partner at New PHD, said: ’Charles Schwab is an
incredibly successful company coming over from the US to replicate that
success over here.
’Getting involved with it at the beginning of its development in the UK
is a fascinating opportunity.’
Charles Schwab is keen to raise its profile among UK and European
consumers and is planning a heavyweight branding campaign next year. It
has two retail outlets in the UK, which it is planning to increase to
six, and intends to have 50 outlets across Europe. Schwab launched in
the UK last July and already has 15,000 subscribers.
In the US it has more than 2.5 million customers.
The company is planning to launch ’supermarkets’ which sell a range of
financial products in the UK and Europe, in a sector which is likely to
become highly competitive as other companies such as Goldfish, Egg and
Fidelity Investment Services launch similar enterprises.
In July, Schwab ran a pounds 500,000 press and poster campaign created
by the direct marketing agency, Craik Jones, which targeted UK
investors, alerting them to the opportunities on the US stock market.
The ads used the tagline: ’Charles Schwab welcomes you to the land of