Two major financial service companies - one best known for its online brokerage services and the other perceived as primarily an insurance company - introduced television advertising campaigns in the beginning of September to change their images to full-service financial service companies. Charles Schwab of San Francisco and MassMutual Financial Group's new TV ad campaigns are meant to inspire investors' confidence in their expertise as investment-management firms.

Schwab has felt under particular pressure to find a new identity for itself as brokerage and mutual fund firms increasingly offer online accounts, something that only Charles Schwab of San Francisco used to offer.

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