E*TRADE Launches Brand Campaign

Palo Alto, CA-based online brokerage E*TRADE Group Inc. launched a new,
integrated brand advertising campaign featuring the tagline, “It’s Time for
E*TRADE, the number
one place to invest online.”

Developed by Goodby, Silverstein & Partners, the TV portion of the campaign
is part of an integrated marketing program designed to appeal to the changing
profile of millions of U.S. investors. Billings were not disclosed.

“‘It’s Time for E*TRADE’ represents the voice that resonates with the new
online investor,” said Jerry Gramaglia, senior vice president of Sales and
Marketing for E*TRADE.

The television ads present a variety of scenarios upon which wishful-thinking
individuals pin their hopes for a better financial future–such as winning
the lottery, getting
a big raise or reaping a sweepstakes windfall–then propose that investing
with E*TRADE is a better alternative.

The print and outdoor advertising continues the theme and features the
www.etrade.com Web address.

The new campaign has a wider media reach than E*TRADE’s past advertising. In
addition to continuing its television presence on financial news programs,
the new ads will appear on the season finales of “ER” on NBC and “Ally
McBeal” and “The X Files” on Fox. Internet sponsorship also remains a major
factor in E*TRADE’s marketing mix, the company said.

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