Whitty Worldwide is an elite team of highly trained
creative professionals who live or die on their ability to
surprise people, cut through the crap and do the impossible.
We deliver big, bold, game changing ideas without the overhead
and complicated, time wasting process you'll find in most agencies.
Whether you need a broad reach fame building campaign,
or a targeted message people find engaging and useful -
we are ready to take your brief.
Whitty Worldwide is an elite team of highly trained
creative professionals who live or die on their ability to
surprise people, cut through the crap and do the impossible.
We deliver big, bold, game changing ideas without the overhead
and complicated, time wasting process you'll find in most agencies.
Whether you need a broad reach fame building campaign,
or a targeted message people find engaging and useful -
we are ready to take your brief.
Charles Schwab
Own Your Tomorrow
How a financial services pioneer rediscovered its challenger mojo.
Keith at Mr. A's in San Diego. Photo: Whitty
Charles Schwab is a pioneer in the discount brokerage business and widely recognized as the original ‘Main Street vs. Wall Street’ challenger brand.
Over decades, the financial services sector had become a complex, opaque system designed around its own institutional interests. As a result of its extraordinary success, Schwab had paradoxically drifted into a position where its reputation was that of an unremarkable giant. We were tasked with helping the brand rediscover its challenger mojo.
In partnership with our friends at the original 'challenger brand' consultancy, Eat Big Fish, Schwab engaged in an intensive research program that isolated a massive, unaddressed market segment: 'The Driven'—investors who navigate life with quiet self-reliance and optimism, but felt entirely locked out by the investment industry’s elitist structure.
"Investing is an act of optimism and Schwab was built for the optimists who believe tomorrow will be better than today."
Charles Schwab
To win them over, Schwab shifted the spotlight away from product features to focus on 'Ownership' and dramatizing the investor's personal journey.
It was our great honor to share the story of United States Naval Aviator Lieutenant Commander Keith Roudebush. We shot part of the film about his incredible journey aboard one of the ships he flew combat missions from during the Vietnam War.
-
Performance: Total client assets grew 36% during the five-year campaign window, reaching $7.98 trillion as of October 2021 — as the narrative solidified Schwab’s market dominance.
-
Fame: Keith’s film emerged as the most successful in the campaign, racking up over 1 million organic views on Facebook shortly after release.
-
Market Value: Within three years, Landor’s Brand Asset Valuator (BAV) showed Schwab leapfrogging every major brokerage to become the category leader in differentiation and relevance — the two dimensions BAV identifies as leading indicators of future brand value — vaulting from a lagging position straight into the market-leading quadrant.
Source: Landor & Investors Business Daily.
"Truth well told!"
Charles R. Schwab, Chairman
Services
Ideation & Creative Direction
Film Production
Client
Charles Schwab, Chairman
Jonathan Craig, CMO
Pete Boland, SVP Marketing
Collaborators
Ben Proudfoot, Breakwater Studios Mary Pruter, USS Midway
See other work
