New Schwab Campaign Invites Investors to 'Talk to Chuck'

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Safecharge International Group Limited	LSE:SCH	London	Ordinary Share	GG00BYMK4250	ORD USD0.0001

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Nationwide print, TV, online and outdoor ads speak to real-life issues investors face SAN FRANCISCO, Sept. 27 /PRNewswire-FirstCall/ -- Charles Schwab & Co., Inc. this week launched a national marketing campaign with the theme "Talk to Chuck" across a broad spectrum of print, TV and online media, as well as across outdoor venues in select major U.S. markets. Print advertising launches in major national newspapers on Wednesday and Thursday with a letter from founder and CEO Chuck Schwab distilling the campaign's message to investors. "I've built my entire company based on listening to people first. Then talking," Schwab says in his letter. "I recognized early on that what you, the investor, want most is someone you can relate to; a straight talking voice who can guide you, advise you and support you. And, at the heart of it all, a fair price that reflects the true value of your transaction. Today at Charles Schwab, we're carrying that vision forward to every level of investor. "We're ready to talk to you about your needs and the most practical ways to meet them," Schwab continues. "'Talk to Chuck' is our promise to you that when you pick up the phone, go online or simply walk into a Schwab branch, you're speaking to someone who does business the way I do. Someone who carries the standard of ethics on which I built this company. Trust. Integrity. Professionalism." Created by Euro RSCG Worldwide-New York, the campaign plays out in a series of bold, typographically-driven print, TV and online advertisements featuring statements or questions that reflect many of the concerns and questions investors say they face today - including mutual fund selection, commission prices, portfolio performance and other investment topics - and the unique solutions available at Schwab. Following are a few sample headlines from the campaign: -- Think you've got a dog in your portfolio? We'll not only help you find it, we'll help you fix it. -- There are 17,000 mutual funds out there. How about seven that are right for me? * -- I'm a hundred thousandollaraire. Why am I paying commissions like a multimillionaire? -- "My house is worth a million" is not a retirement plan. -- Waiting for the market to come back? The market's not waiting for you. In 15-second TV advertisements, the headlines roll across the screen as "talking type" accompanied solely by music with no voiceover. In 30-second spots, the format changes to a series of live-action conversations that have been converted into an expressive form of animation. In these spots, individual investors express opinions on their brokers, investment firms and investment choices in general. Schwab Executive Vice President and Chief Marketing Officer Becky Saeger noted that the campaign extends beyond advertising to branch signage, marketing collateral, client and prospect communications and to schwab.com and rich online media across a wide range of web properties. "The campaign communicates the accessibility of Schwab, and leverages the unique heritage of this firm and Chuck Schwab as advocates for the interests of individual investors," Saeger said. "In our research, investors told us that while they see little difference between financial services firms, Schwab still stands out," Saeger added. "Investors see Schwab as a firm that has consistently listened and responded to the needs of individual investors, and there's a tremendous amount of trust and equity built up in our name. They are looking for someone who can help them map out an investment strategy or guide them through the morass of investment choices to the ones that are right for them. 'Talk to Chuck' is an invitation to bring us the very real issues they face in their financial lives and a promise that we'll listen and respond to their needs." Schwab is rolling out the "Talk to Chuck" campaign nationwide after deploying the theme in advertising targeted at active traders and a successful six-month test in Houston, Denver and Chicago. All three markets saw a lift in new accounts and net new assets, as well as significant increases in unaided consumer awareness of Schwab in general and as a unique alternative to other financial services firms. The "Talk to Chuck" campaign is the first major work developed for Schwab by Euro RSCG. "In creating the new advertising campaign, we sought to leverage Schwab's pioneering spirit as a company that challenges conventional wisdom and continually innovates on behalf of investors," said David Jones, CEO Euro RSCG Worldwide. "It was also imperative that we communicate that the values and dynamism that Charles Schwab, the man, personifies are shared and delivered upon by every employee of the company. In a category that is full of a lot of impersonal companies speaking at customers, here is a company that is inviting you to call them by their first name and is making a clear statement that they will listen." The media strategy, developed by Schwab's media agency PHD USA, utilizes a broad spectrum of channels. The initial television buy includes prime-time season premieres and specials, NFL and college football broadcasts, Major League Baseball post-season games, and a deep list of cable networks. Print advertising will achieve local and national readership through a wide range of daily, weekly and monthly publications that include personal finance, business, news and lifestyle titles. The online component will include major Web portals like Yahoo!, AOL, MSN and CNN.com, and then expand into additional sites and rich, interactive media in future weeks. Out-of-home components for the campaign include a mix of billboards, taxi tops, coffee sleeves, bus shelters, kiosks, and commuter rail and airport signage in New York City, Washington, D.C., Los Angeles and San Francisco. * Investors should consider carefully information contained in the prospectus, including investment objectives, risks, charges and expenses. You can request a prospectus by calling Schwab at 1-800-435-4000. Please read the prospectus carefully before investing. About Charles Schwab The Charles Schwab Corporation (NYSE / Nasdaq: SCH), through its operating subsidiaries, provides securities brokerage and financial services to individual investors and the independent investment advisors who work with them. With over 7 million accounts and more than $1.1 trillion in client assets, The Charles Schwab Corporation is one of the nation's largest financial services firms. Its subsidiary Charles Schwab & Co., Inc. (member SIPC) provides a complete range of investment services and products, including an extensive selection of mutual funds; financial planning and investment advice; retirement plans; referrals to independent fee-based investment advisors; and custodial, operational and trading support for independent fee- based investment advisors. Its subsidiary Charles Schwab Bank (member FDIC) provides banking and mortgage services and products. The corporation's other operating subsidiaries include U.S. Trust Corporation (member FDIC) and CyberTrader(R), Inc. (member SIPC). These companies' Web sites can be reached at http://www.schwab.com/, http://www.schwabbank.com/, http://www.ustrust.com/, and http://www.cybertrader.com/. About Euro RSCG Euro RSCG Worldwide, a leading integrated marketing communications agency, is made up of 233 offices located in 75 countries throughout Europe, North America, Latin America, and Asia Pacific. Euro RSCG provides advertising, marketing services, corporate communications, and interactive solutions to global, regional, and local clients. Euro RSCG Worldwide is the largest unit of Havas, a world leader in communications (NASDAQ:HAVSNASDAQ:-NASDAQ:EuronextNASDAQ:ParisNASDAQ:SA: HAV.PA). (0905-8568) DATASOURCE: Charles Schwab CONTACT: Glen Mathison of Charles Schwab, +1-415-636-5448, or ; or Jenni Katz of Powell Communications, +1-212-460-0552, or Web site: http://www.schwab.com/

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SCH Safecharge International Group Limited