Charles Schwab of San Francisco has launched a new, multimedia national advertising campaign called "Talk to Chuck." The campaign, which debuted this month and is budgeted for $30 million in the fourth quarter, is an attempt to emphasize that the firm is willing to listen to the needs of investors and that investors can safely place their trust in Schwab for help with their retirement needs.

Glen Mathison, a Schwab spokesman, noted that "investors have grown increasingly confused about the differences between firms, and the marketplace is cluttered with financial services advertising that all looks the same. Conditions in the marketplace really called for something new and different."

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