How TD Ameritrade marketing aligns with procurement

Geoffrey Precourt

TD Ameritrade, the financial-services provider, believes that procurement departments can play an invaluable role in the marketing space.

As the Association of National Advertisers’ (ANA) investigation of media transparency has elevated the profile of brand procurement departments into agency/partnership programs, the marketing team at TD Ameritrade has more fully embraced the role (and support) of the internal financial-oversight division.

And it’s brought the company’s marketing associates into the process.

“I trust my partners,” Denise Karkos, the firm’s CMO, announced to delegates at the ANA’s 2018 Advertising Financial Management Conference.

But, she allowed, “it’s hard for our partners to really understand” the internal machinations of the global financial-services enterprise, especially when the ledger turns to the...

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