E*TRADE Takes Major Step to Reinvigorate Iconic Brand
April 03 2017 - 4:05PM
Business Wire
Taps creative agency to recharge marketing and
reclaim its challenger brand status
E*TRADE Financial Corporation (NASDAQ:ETFC) today announced it
has chosen MullenLowe, an Interpublic Group (NYSE:IPG) agency, to
be its new strategic and creative agency of record.
“Our brand is firmly installed in the hearts and minds of
consumers,” said Lea Stendahl, SVP, Head of Marketing at E*TRADE
Financial. “Yet in an industry defined by fierce competition, it is
increasingly difficult to break through the clutter and articulate
why we are the clear choice for digitally inclined traders and
investors. Our stated goals are to grow the business and win in
this marketplace. To do so, we need to connect with consumers by
delivering a meaningful value proposition, expressed in a bold and
culturally relevant ‘E*TRADE’ way. We are excited to bring
MullenLowe into the fold to help us do just that.”
The creative agency selection comes as E*TRADE continues in its
work to drive organic growth and improve market share within its
core brokerage business.
E*TRADE and MullenLowe engagement is effective April 1, 2017,
with strategic and creative development leading toward new brand
campaigns later in Q2 2017.
E*TRADE aims to enhance the financial independence of traders
and investors through a powerful digital offering and professional
guidance. To learn more about E*TRADE’s trading and investing
platforms and tools, visit etrade.com.
For useful trading and investing insights from E*TRADE, follow
the company on Twitter, @ETRADE.
About E*TRADE Financial and Important Notices
E*TRADE Financial and its subsidiaries provide financial
services including online brokerage and banking products and
services to retail customers. Securities products and services are
offered by E*TRADE Securities LLC (Member FINRA/SIPC) and
OptionsHouse (Member FINRA/SIPC/NFA). Managed Account Solutions are
offered through E*TRADE Capital Management, LLC, a Registered
Investment Adviser. Bank products and services are offered by
E*TRADE Bank, a Federal savings bank, Member FDIC, or its
subsidiaries. More information is available at www.etrade.com.
E*TRADE Financial, E*TRADE, the E*TRADE logo, and OptionsHouse
are trademarks or registered trademarks of E*TRADE Financial
Corporation. ETFC-G
© 2017 E*TRADE Financial Corporation. All rights reserved.
ABOUT MULLENLOWE:
MullenLowe is a unit of MullenLowe Group, a creatively driven
global network of agencies in more than 65 markets worldwide.
MullenLowe is “hyperbundled,” integrating disciplines from brand
strategy to creative, digital marketing, media planning and buying,
mobile marketing, public relations and social influence, design,
CRM and performance analytics. MullenLowe specializes in working
with thought-leader brands, including Acura, Royal Caribbean,
Hyatt, JetBlue, U.S. Cellular, FAGE, American Greetings, Chipotle,
Netflix and Patrón. The agency has been recognized as a Fast
Company Most Innovative Company and a 3x Advertising
Age A-List Agency. MullenLowe is a wholly owned
subsidiary of the Interpublic Group (NYSE:IPG). For more on
MullenLowe, please visit mullenloweus.com.
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