The New Tork office of Euro RSCG developed the "Talk to Chuck" campaign, helping to take the Charles Schwab brand to a new place. During the initial phase of the campaign I was asked to pitch some ideas for an evolution of the media strategy that targeted investors at specific life stages. The buy included untraditional placements like music and parenting publications. Working from hard-earned experience I wrote the "disposable income" line that was very well received. Based on that success I was asked to engage on the second phase of the campaign that addressed the ongoing market turmoil. The "conditions vary" line I wrote became one of the lead lines in print for this phase.
