The situation
Financial advisors who work at big-name firms are ambitious, but the benefits of their hard work largely fall to the companies they represent. Even so, motivating advisors to take a step as big as leaving their firms and starting their own businesses is no small task. Schwab needed to reveal a more compelling reason for independence than simply the potential for an attractive financial payoff
What we did
We zeroed in on one critical insight: Advisors are entrepreneurs at heart. The digital, print and video campaign, titled “Define Yourself,” helped celebrate independent registered investment advisors and the moments when they made huge life- or career-defining decisions. Every individual we featured has demonstrated a lifetime of taking a road less traveled. In the end, we helped Schwab’s prospects see themselves in the stories, reignite their own sense of self-determination and reach out to Schwab to take the next step.
What happened next
Charles Schwab
We look for truth. And we search for substance.