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Schwab Puts Stock in Print Ad Synergy

Magazine article Editor & Publisher

Schwab Puts Stock in Print Ad Synergy

Article excerpt

Discount brokerage integrating its TV and newspaper campaigns

For the first time, discount brokerage Charles Schwab is using its TV ad celebrities, including royal Sarah Ferguson and footballer Cris Carter, in a newspaper ad campaign.

Welcome to ad integration, a trend that is likely to prove irresistible as long as caution over the economic slowdown forces advertisers to seek a bigger bang for their buck.

"One of my objectives since I arrived is to get a more integrated brand effort," said Jack Calhoun, who was hired last October as Schwab's senior vice president for advertising and brand management.

Calhoun, who directs more than $100 million in ad spending, said he halted unsynergistic campaigns. "This is the first time you see the TV and print [campaigns] having a similar overall look and feel," Calhoun told E&P. "When consumers see it in print and on TV, the two then support each other much more strongly.

"You get the multiplier effect," explained Calhoun, who was general manager of Young & Rubicam in San Francisco. …

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