TD Ameritrade has found a new lead creative agency.
A unit of the holding company Havas has landed the account after a review in which the other finalists were the New York offices of FCB Garfinkel and DDB, according to sources. Annual media spending is estimated at $100 million.
The Havas unit could not immediately be identified. Two agencies within the holding company already work for TD competitors: Havas Worldwide handles Charles Schwab's Active Trader and optionsXpress business and Arnold has Fidelity.
The winner succeeds Goodby, Silverstein & Partners, which had handled the account since 2011 and did not participate in the review.
TD executives briefed the contenders in March, and final presentations took place last week, sources said. Hasan + Co. in Raleigh, N.C. helped manage the search.
Havas executives could not be reached, and TD had no comment. But sources said that TD had told the finalists of its decision.
Media responsibilities were not in play and remain at MediaVest (traditional) and Neo@Ogilvy (digital).
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