Messaging targeted at self-directed investors seeking validation in
Refreshed creative includes mix of animation and live action
Multi-channel traditional and online media buy begins January 9, 2012
OMAHA, Neb.--(BUSINESS WIRE)--
TD Ameritrade Holding Corporation (NASDAQ: AMTD) today unveiled a new
creative campaign highlighting the company's commitment to helping
self-directed investors find support and seek validation for their
investment ideas in today's ever-changing markets.
"Common Sense," the first in a series of new TD Ameritrade TV spots, utilizes dramatic animation to showcase the journey investors take in planning for retirement. (Photo: Business Wire)
Eighty-five percent (85%) of working Americans have an Individual
Retirement Account (IRA) and/or a 401(k) / 403(b) plan, and more
than a third of those workers have both.1 These investors
have embraced their financial responsibilities amid the decline of
defined benefit plans and Social Security, yet they are still looking
for information, guidance and even validation of their ideas. In fact,
46 percent of Americans say they now turn to friends, relatives and
colleagues for financial information.2
But what brokerage firm is best suited to meet today's investors'
varying needs? With financial services advertising growing increasingly
commoditized in recent years, it has become more challenging for
investors to understand the differences between the firms and determine
which may be the best fit.
"Take a look at the marketing materials you see today from online
brokerage firms. It's a lot of the same — same messages, same look, same
offers," said Phil Bowman, chief marketing officer at TD Ameritrade.
"Our research validates that view - nearly half of Americans find
advertising among financial services companies to be similar, and many
see virtually no difference from firm to firm. We decided the time had
come to re-invigorate our strategy, invest in new creative and separate
TD Ameritrade from the pack."
The creative strategy, developed by Goodby,
Silverstein & Partners, includes
both traditional and online media and features groundbreaking animation
from multimedia design firm, Psyop.
Their work includes still images built from layers of color, texture and
imagery interpreted as dynamic moving sequences. The result is a series
of advertisements meant to capture viewers' attention and address issues
relevant to today's investors. Straight-talk in a casual tone provided
via voiceover from Academy Award® winner Matt Damon, touches
upon TD Ameritrade's brand promise to deliver:
Simple and convenient ways to invest
Help, guidance and support along the way
"Investing shouldn't be scary or intimidating, but when it is it drags
on our confidence as investors," Bowman continued. "For too long
financial firms have taken a parent-to-child approach with their clients
to address those concerns, but investors are telling us that they want
more — they want to share ideas, get new ideas and discuss the
possibilities. They want a peer, and we're uniquely positioned to be
that peer. We don't manufacture our own funds. We don't employ our own
investment advisors. We are dedicated to helping our clients pursue
their financial goals — and that's what this campaign is all about."
Print, online and broadcast advertising support will begin Monday, Jan.
9, 2012. The first two TV spots will feature the company's retirement
offering and its Trade
Architect trading platform. A total of four commercials will air
initially on national network television, as well as on various cable
networks including CNBC, ESPN, TNT and The History Channel.
To see the latest TD Ameritrade TV spots, visit the TD
Ameritrade YouTube Channel. For the latest company news and
information, follow us on Twitter, @TDAmeritradePR.
About TD Ameritrade Holding Corporation
investors and independent registered investment advisors (RIAs) have
turned to TD Ameritrade's (NASDAQ: AMTD) technology,
to help make investing and trading easier to understand and do. Online
or over the phone. In a branch or with an independent RIA. First-timer
or sophisticated trader. Our clients want to take control, and we help
them decide how - bringing Wall Street to Main Street for more than 36
years. An official
sponsor of the 2012 U.S. Olympic Team, TD Ameritrade has time and
again been recognized
as a leader in investment services. Please visit the TD Ameritrade's newsroom
or follow us @TDAmeritradePR
for more information.
Brokerage services provided by TD Ameritrade, Inc., member FINRA (www.FINRA.org)
1 These results are based on a survey conducted by Maritz,
Inc. on behalf of TD Ameritrade Holding Corporation. One thousand
five hundred and nine (1,509) adults between 22 and 81 years
participated in a telephone survey from July 20 through August 17, 2011.
Among these respondents, 854 are working full-time or part-time. The
margin of error in this survey of working Americans is ±3.4%. This means
that in 19 cases out of 20, survey results based on 854 respondents will
differ by no more than 3.4 percentage points in either direction from
what would have been obtained by seeking the opinions of all working
adults living in the United States age 22 through 81. Maritz, Inc. and
TD Ameritrade Holding Corporation are separate, unaffiliated companies
and are not responsible for each other's products and services. The
generations are defined as follows: Mature: born 1930-1945; Boomer: born
1946-1964; Gen X: born 1965-1976; Gen Y: born 1977-1989.
2 These results are based on a survey conducted by Maritz,
Inc. on behalf of TD Ameritrade Holding Corporation. Nine hundred
sixty-three (963) adults between 21 and 80 years of age participated in
a telephone survey from November 16 through December 7, 2010. The margin
of error in this survey is ±3.2%. This means that in 19 cases out of 20,
survey results based on 963 respondents will differ by no more than 3.2
percentage points in either direction from what would have been obtained
by seeking the opinions of all adults living in the United States ages
21 through 80. Maritz, Inc. and TD Ameritrade Holding Corporation are
separate, unaffiliated companies and are not responsible for each
other's products and services.
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50125627&lang=en
TD Ameritrade Holding Corporation
Director, Communications & Public Affairs
Jeff Goeser, 402-597-8464
Relations & Finance
Source: TD Ameritrade Holding Corporation
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