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Headnote
CAMPAIGN CLOSE-UP
Headnote
TARGET: Consumers
AGENCY: Euro RSCG Worldwide-New York
After some intense market research, investment company Charles Schwab, based in San Francisco, determined that investors didn't see much difference among all the financial service companies that were out there, and were disillusioned with what they were hearing. So Schwab launched a unique advertising campaign in late September to set itself apart from the rest of the crowd.
Focus: Charles Schwab targets the individual investor by individualizing its campaign. "There is a real, live person, Chuck Schwab, who...