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Press release from Business Wire

Charles Schwab Launches New Campaign Celebrating the Spirit of Engagement

Wednesday, June 12, 2013

Charles Schwab Launches New Campaign Celebrating the Spirit of Engagement

09:00 EDT Wednesday, June 12, 2013

SAN FRANCISCO (Business Wire) -- Charles Schwab has launched a new national marketing campaign with the theme, “Own Your Tomorrow,” across print, TV, online and mobile media channels. New advertising begins appearing in major national outlets today and was introduced with a letter from founder and Chairman Charles R. Schwab, which appeared in The Wall Street Journal and The New York Times yesterday.

Jonathan Craig, executive vice president and Chief Marketing Officer at Schwab. (Photo: Business Wir ...

Jonathan Craig, executive vice president and Chief Marketing Officer at Schwab. (Photo: Business Wire)

In the letter, Schwab explained, “I founded Schwab on the belief that investing is a means by which individuals can participate in a growing economy: investing is an act of optimism and Schwab was built for the optimists who believe tomorrow will be better than today.”

Schwab described the investors highlighted in the new campaign as “people who engage, who ask questions, who want to look under the hood and kick the tires, who take ownership of their future.” He elaborated on the new campaign, saying, “For many years, we've encouraged investors like you to 'Talk to Chuck' so we could help you manage through the array of investing challenges and opportunities. I still encourage you to do that... But going forward… our communications will emphasize the fundamental belief we share with you: a belief that through personal engagement, and a relationship of mutual respect, your financial goals and a better tomorrow are within reach.”

The debut campaign by Crispin, Porter + Bogusky for Schwab launches with TV spots directed by renowned director John Hillcoat that are shot in striking cinematic film and feature Chuck Schwab's perspective on ownership. In the TV ads, which will start airing on all major networks in a variety of programming including MadMen, 60 Minutes and upcoming sports events, voiced-over scenes depict investors taking ownership and actively engaging in their day-to-day lives – working late, speaking up in town halls, spending time with their families. The campaign will also include print and digital media featuring the idea of engagement told from the perspective of Chuck Schwab, investors and Schwab investment professionals. Print ads will appear in a range of national publications, including The New York Times, The Economist, and The New Yorker. The digital campaign will contain homepage takeovers, pre-roll, rich media and tablet executions in Yahoo Finance, Bloomberg, and The WSJ Tablet App. New ads will continue to appear throughout the summer and into the fall of 2013.

The new campaign focuses on the power of engagement, in life and in investing. “More people are becoming engaged with their money after a challenging decade of investing, and others aspire to be more engaged but haven't yet found the right financial professional,” said Schwab executive vice president and Chief Marketing Officer Jonathan Craig. “Today's engaged investors want to work with a firm that shares their values. They want a say in what they're getting, and the ability to understand what it costs. They also want an investment professional who provides actionable guidance, but is willing to roll up his or her sleeves and work closely with them. These are the values we are highlighting in our new campaign.”

The new campaign extends beyond advertising and features new branding and an updated logo that will begin appearing in branch signage, marketing collateral, client and prospect communications, and Schwab's various online channels including Schwab.com, AboutSchwab.com, and its social media properties.

For a look at one of the new TV spots, please visit here.

About Charles Schwab

At Charles Schwab we believe in the power of investing to help individuals create a better tomorrow. We have a history of challenging the status quo in our industry, innovating in ways that benefit investors and the advisors and employers who serve them, and championing our clients' goals with passion and integrity.

More information is available at www.aboutschwab.com. Follow us on Twitter, Facebook, YouTube, LinkedIn and our Schwab Talk blog.

Disclosures

Through its operating subsidiaries, The Charles Schwab Corporation (NYSE: SCHW) provides a full range of securities brokerage, banking, money management and financial advisory services to individual investors and independent investment advisors. Its broker-dealer subsidiary, Charles Schwab & Co., Inc. (member SIPC, www.sipc.org), and affiliates offer a complete range of investment services and products including an extensive selection of mutual funds; financial planning and investment advice; retirement plan and equity compensation plan services; compliance and trade monitoring solutions; referrals to independent fee-based investment advisors; and custodial, operational and trading support for independent, fee-based investment advisors through Schwab Advisor Services. Its banking subsidiary, Charles Schwab Bank (member FDIC and an Equal Housing Lender), provides banking and lending services and products. More information is available at www.schwab.com and www.aboutschwab.com. Brokerage Products: Not FDIC Insured • No Bank Guarantee • May Lose Value

Investing involves risk, including possible loss of principle.

Please note that there are certain eligibility requirements for working with a dedicated Financial Consultant.

(0613-4185)

Charles Schwab
Anna Sanford, 415-667-0507
Anna.Sanford@Schwab.com
or
Edelman
Kate Clark, 212-704-4491
Katherine.Clark@Edelman.com

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