CLIENT
E*TRADE
Liza Landsman, Chief Marketing Officer
Rich Muhlstock, SVP, Brand and Acquisition
Kerry Bianchi, VP, Media and Acquisition
AGENCY
Russell Messner, Managing Director
Adam Puchalsky, Executive Group Director
Margaret Rimsky, Worldwide Group Planning Director
Steve Howard, Executive Creative Director
Chris Van Oosterhout, Group Creative Director
Melissa Bartolini, Acct. Director
Spark
SUMMARY
In democratizing investing, E*TRADE had become a destination for play money. The Baby campaign was only making matters worse. To attract serious money and serious investors, we positioned E*TRADE as the home for a different kind of investor: TYPE E*, welcomed to E*TRADE by Kevin Spacey. This new brand platform led to a 72% increase in how seriously the brand was perceived; the highest levels in average assets per account in seven years; a 22% increase in new retirement accounts; and, ultimately, record high levels of assets under management.
