E*Trade Shops Its Traditional Account
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Internet brokerage E*Trade Group Inc. reportedly is conducting a creative shootout for its traditional advertising account, with billings estimated at $100 million.
Executives at E*Trade have asked the incumbent agency, Gotham in New York City, to offer campaign ideas along with Goodby, Silverstein & Partners in San Francisco, a unit of Omnicom Group, according to a New York Times report.
Michael Sievert, vice president for marketing at E*Trade in Palo Alto, CA, confirmed reports of the review this week in the trade publications Advertising Age and Adweek. He said that E*Trade wants to explore what new perspectives Goodby, Silverstein might bring to the business. The online portion of the account remains at Modem Media.Poppe Tyson in Westport, CT, a unit of True North Communications.
F. Stone Roberts, co-chairman and chief executive at Gotham, a unit of the Interpublic Group of Companies, told the Times that he had not yet decided whether his agency would take part in the review.