Charles Schwab
Challenge: Charles Schwab is a financial giant. One of the top ten financial institutions in the US. Their ad agency’s funny campaigns won advertising awards. But they just weren’t delivering response.
Solution: When AKQA won the digital business, I brought a branding, rather than advertising mindset to bear. Keep the humorous tone. But more clearly identify the target. Look at their underlying beliefs and assumptions. And then identify different “messaging mindspaces”, and offer micro-targeted messaging for each one. The new ads still had the characteristic brand smile. But with a new focus that delivered strong and measurable results.
STRATEGY AND MESSAGING
outcomes
The new approach delivered record levels of engagement. Giving us the credibility to expand into a range of other digital brand offerings for the client: In my time on the account, I managed creative teams, scripted product videos, ideated new digital engagement tools and generated traditional branding elements like the Brand Manifesto.