In the Future, Please Call Him 'Charles'

Recent Schwab Advertising Campaign Targets Professional Audience

June 23, 2008

By now, investors are accustomed to the creative, informal 'Talk to Chuck' advertisements of Charles Schwab & Co. in which animated, yet somewhat realistic, images of people gripe about trying to get through to other brokers, but take heart at the thought of reaching Chuck Schwab, the man, through one of his people. But furthering that notion in a brand-new series of straightforward advertisements has left some investors scratching their heads, asking, 'What happened to Chuck?'

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