E*Trade Selects Neale-May & Partners for PR Efforts

Online brokerage E*Trade Group Inc. signed Silicon Valley
strategic communications firm Neale-May & Partners as its new public relations
agency of record.

Neale-May & Partners will be an integral
part of the marketing team working to build E*Trade’s global brand on the Web,
the company said. Billings were not disclosed.

Neale-May, which has experience in consumer branding, electronic commerce,
financial services and subscriber-based service markets, will spearhead
E*Trade’s global public relations and communications efforts and represent
E*Trade to all external business, financial services, interactive trade and
consumer media, as well as to industry analysts.

“With Neale-May & Partners, we have selected a firm with a proven ability to
work with dynamic companies in rapidly evolving technology-driven service
markets,” said Jerry Gramaglia, senior vice president of sales and marketing
at E*Trade.

A $6 million communications firm, Neale-May & Partners has an extensive track
record working with interactive digital media companies and Internet-based
ventures, including Tripod.com, Match.com, LookSmart.com, pcOrder.com,
Travelscape.com and funkandwagnels.com.

E*Trade is spending $100 million on a marketing campaign, announced earlier
this year, to create dominant market share and critical mass in the online
brokerage industry. Other agencies working with E*Trade include Gotham
Advertising and Modem Media.Poppe Tyson.