TD Ameritrade names Havas as its agency of record

The company spent $192.7 million on measured media in 2013, according to Kantar Media. Its 2013 filing with the Securities and Exchange Commission reported that it spent $239 million on "advertising" expenses that year, a decrease of 4% from the year prior.

TD Ameritrade - main competitors Charles Schwab, E-Trade, Scottrade and Fidelity - said in the filing that it invests heavily for retail clients through websites, financial news networks and other TV networks as well as with print and direct mail. Advertising for institutional is said to be "significantly less."

Havas does have experience in the space, AdAge points out. It used to handle creative responsibilities for Charles Schwab, and was behind the "Talk to Chuck" campaign for Charles Schwab, in autumn 2005. Schwab initiated a review in 2012, and picked Crispin Porter & Bogusky to lead creative in early 2013.

Havas couldn't be reached for comment and TD Ameritrade declined to comment.

TD Ameritrade got a new chief marketing officer in October. Denise Karkos, managing director of brand strategy and marketing communications, replaced Phil Bowman. Ms. Karkos has an agency background, having previously spent time at The VIA Group, Hill Holliday and Digitas.

In 2011, Ameritrade tapped Omnicom's Goodby, Silverstein & Partners to join its agency roster. WPP's Ogilvy -- which last year won E-Trade -- had handled the business prior.