Charles Schwab Corp.

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The Charles Schwab Corporation NASDAQ: SCHW is the world's second-largest discount broker (Fidelity Investments is the largest). Schwab now offers the same services as traditional brokerages with much lower commissions and fees. Schwab serves some 7.5 million individual and institutional clients from some 300 offices in the U.S. Traders can access its services via telephone, wireless device, and the Internet. Besides discount brokerage, the firm offers mutual funds, annuities, bond trading, and now mortgages through its Charles Schwab Bank. Other Schwab holdings include U.S. Trust, which provides asset management, and CyberTrader, a direct access broker.

Contents 1 Management 2 Registered Investment Adviser Firms 3 Diversity 4 Talk to Chuck campaign 4.1 TV 4.2 Print 4.3 Online 4.4 Out-of-Home 4.5 Branch 4.6 Active Trader 5 External links

[edit] Management

CEO: Charles R. (Chuck) Schwab

[edit] Registered Investment Adviser Firms

Schwab's success depends heavily on the success of their independent investment adviser firms. In 2005, Schwab had roughly 5,200 independent advisers within its network. Most independent adviser firms are not affiliated with any brokerage firm, are not managed by a brokerage firm, and work independently from the brokerage firm, as adviser firms offer investment services to individuals or businesses. These adviser firms are generally regulated by state/local government or by the federal government and are also governed by the basic principles similar to that of a broker and yet different when rendering objective investment advice.

In 2000, Schwab's relationship with independent adviser firms evolved when some of these advisers migrated to competitors namely, T.D. Waterhouse.

In 2005, the headline of a newspaper for financial advisers read Schwab battles for wirehouse assets announced a new strategy of shifting more accounts from the brokerage firms and transitioning more brokers from the "brokerage world" into registered investment advisers.

On November 20, 2006, Schwab announced an agreement to sell U.S. Trust to Bank of America for $3.3 Billion. The deal is expected to close in March 2007.

[edit] Diversity

Charles Schwab received a 100% rating on the Corporate Equality Index released by the Human Rights Campaign starting in 2004, the third year of the report.

[edit] Talk to Chuck campaign

On December 1, 2004, Euro RSCG New York announced it was chosen by Charles Schwab as its full-service advertising agency.

Starting in 2005, Charles Schwab launched a series of animated television ads, using interpolated rotoscoping popularized in Richard Linklater's films Waking Life and A Scanner Darkly. In a Slate magazine review, Ben Stuart, VP of Brand Strategy and Advertising for Schwab, said the cartoons force viewer to focus on what we're hearing. The TV ads were produced by Euro RSCG and directed/animated by Bob Sabiston's Flat Black Films.

Talk to Chuck ads are also available on print media, online, billboards, and in branch offices.

[edit] TV

• "Broker's Kids" (2005-10?)
• "Dog Meter" (2005-12?)
• "17,000" (2005-9)
• "Gazillions" (2005-9)
• "Thousandollaraire" (2005-9)
• "Nickeled and Dimed" (2006-9)
• "Fizz" (2006-9)
• "Nuisance" (2006-9)
• "Mid-life Crisis" (2006-10)

[edit] Print

• "Trust Me" (2006-11)
• "Let Me Take Care of That" (2006-11)
• "Be One" (2006-9)
• "Nickled and Dimed" (2006-9)
• "Job Interview" (2006-9)
• "Not at You" (2006-1)
• "Sir Who" (2006-9)
• "Teenager" (2006-9)

[edit] Online

• "Come Out, Come Out" (2006-9)
• "Fizz" (2006-9)
• "Makes You Feel" (2006-9)
• "Teenager" (2006-9)
• "Wow, I'm 50" (2006-9)

[edit] Out-of-Home

• "Teenager" (2006-9)
• "Sir Who" (2006-9)
• "Expert" (2006-9)
• "Trust Me" (2006-9)

[edit] Branch

• "401k" (2006-9)
• "Don't Worry About It" (2006-9)
• "Expert" (2006-9)
• "Just Say No" (2006-9)
• "Sir Who" (2006-9)
• "Teenager" (2006-9)
• "Trust Me" (2006-9)
• "Asset Allocation Bubble" (2005-9)
• "Biggest Risk" (2005-9)

[edit] Active Trader

About Active Trader tools and technology shown on TV and print media.

• "Engine" (2006)
• "Interactive Quiz" (2006)
• "Options Strategies" (2006)
• "Quick Value" (2006)
• "Extended Research" (2006)

[edit] External links

• Official site.
• Yahoo! – The Charles Schwab Corporation Company Profile
• Charles Schwab News
• Money Toons The distinctive animated ads from Charles Schwab
• Talk to Chuck ad site
• Charles Schwab Chooses Euro RSCG Worldwide
• Schwab ads' message goes for a tone of 'candid and real'
• Animation company Flat Black Films