SCHWAB'S NEW EFFORT: EVEN ATHLETES CAN BE SHARPE INVESTORS

           Charles Schwab has "hired sports celebrities to spice
     up its practical, no-nonsense image" in new 30-second TV
     spots from BBDO, N.Y., according to Buckman & Kranhold of
     the WALL STREET JOURNAL.  The "humorous" spots, which began
     airing yesterday and will appear during CBS' late night
     coverage of the U.S. Open, attempt "to position" Schwab "as
     a place where anyone ... can become 'smarter' by doing
     business" with the company and "feature sports stars talking
     authoritatively about investing."  Broncos TE Shannon
     Sharpe, "haranguing" an opponent in one spot: "I bet you pay
     transaction fees on your mutual funds!"  In another spot,
     Anna Kournikova tells a tennis umpire the benefits of having
     an account with Charles Schwab.  Additional spots coming out
     next month will feature Hawks C Dikembe Mutombo and skier
     Picabo Street. The campaign is "expected to run through the
     end of the year" and will also include print ads.  Schwab
     "expects" to spend "about" $200M on advertising for all of
     '99 (WALL STREET JOURNAL, 8/30).