E*Trade bids goodbye to its iconic baby - News and Current Events | futures.io
futures.io futures trading

Go Back   futures.io

> Futures Trading, News, Charts and Platforms > Traders Hideout > News and Current Events

E*Trade bids goodbye to its iconic baby
Started:March 21st, 2014 (08:38 PM) by kbit Views / Replies:116 / 0
Last Reply:March 21st, 2014 (08:38 PM) Attachments:0

Welcome to futures.io.

Welcome, Guest!

This forum was established to help traders (especially futures traders) by openly sharing indicators, strategies, methods, trading journals and discussing the psychology of trading.

We are fundamentally different than most other trading forums:
  • We work extremely hard to keep things positive on our forums.
  • We do not tolerate rude behavior, trolling, or vendor advertising in posts.
  • We firmly believe in openness and encourage sharing. The holy grail is within you, it is not something tangible you can download.
  • We expect our members to participate and become a part of the community. Help yourself by helping others.

You'll need to register in order to view the content of the threads and start contributing to our community. It's free and simple, and we will never resell your private information.

-- Big Mike

Thread Tools Search this Thread

E*Trade bids goodbye to its iconic baby

Old March 21st, 2014, 08:38 PM   #1 (permalink)
Elite Member
Aurora, Il USA
Futures Experience: Advanced
Platform: TradeStation
Favorite Futures: futures
kbit's Avatar
Posts: 5,839 since Nov 2010
Thanks: 3,275 given, 3,321 received

E*Trade bids goodbye to its iconic baby

Digital discount broker E*Trade Financial Corp on Thursday bid farewell to the precocious baby who starred in the television commercials advertising its trading platform for the last seven years.

Or rather it gave the baby with the baritone voice the chance to angrily announce that he has resigned.

In a 30-second ad that debuted during the opening games of the NCAA March Madness tournament, a singing cat named Beanie interrupts the baby's announcement that he is funding his retirement account through E*Trade.

Told that the cat, who bursts into song with nonsensical lyrics about bundling and options and ETFs, is his new sidekick, the baby smashes his cellphone and barks: "I'm done. I'm out of here."

For the brokerage firm that is recovering from a near-fatal venture into mortgage lending and banking, the baby's retirement

is no laughing matter.

Chief Executive Officer Paul Idzik said soon after his arrival in January 2013 that E*Trade was taking the wrong approach to marketing and should be more scientific in measuring how its messages resonate with clients. He fired marketing head Nick Utton, along with many other top executives. Last summer, he replaced Grey Advertising, which created the baby ads, with Oglivy & Mather.

"The baby was a wonderful iconic expression of what we were," new chief marketing officer Liza Landsman told Reuters. "But we want something that better reflects our present and where we are going."

She wouldn't be specific about the new marketing campaign that will be launched in the next few weeks, but said it will be delivered mostly through online channels such as Yahoo Finance, search engines such as Google and Bing and social networks such as Facebook rather than on television.

An increasing number of E*Trade clients of all ages and wealth levels are using digital means to research investment ideas, communicate with each other and trade. Digital reflects the client experience and is "becoming the brand, to a certain extent," Landsman said.

E*Trade President Navtej Nandra, who like Landsman was hired last May, told Reuters that about 10 percent of the company's trades are now executed through mobile and tablet devices, just behind the 12 percent of trades that rival TD Ameritrade Holdings recently said were sent through smartphones and other mobile devices.

Nandra described the firm as a "digital hybrid" that works across many platforms, including those that rely on customer service representatives and live advisers for clients who want the "human touch." E*Trade is no longer trying to be all things to all people, he said, but it is also going well beyond its old image as a firm whose major appeal is discounted stock trading commissions.

Landsman promised that the new campaign will be as iconic and "witty" as the baby-centric ads. She also said that the firm's advertising budget is "up a little" from last year.

E*Trade bids goodbye to its iconic baby | Reuters

Reply With Quote


futures.io > Futures Trading, News, Charts and Platforms > Traders Hideout > News and Current Events > E*Trade bids goodbye to its iconic baby

Thread Tools Search this Thread
Search this Thread:

Advanced Search

Upcoming Webinars and Events (4:30PM ET unless noted)

NinjaTrader 8: Programming Profitable Trading Edges w/Scott Hodson

Elite only

Anthony Drager: Executing on Intermarket Correlations & Order Flow, Part 2

Elite only

Adam Grimes: Five critically important keys to professional trading

Elite only

Machine Learning Concepts w/FIO member NJAMC

Elite only

MarketDelta Cloud Platform: Announcing new mobile features

Dec 1

NinjaTrader 8: Features and Enhancements

Dec 6

Similar Threads
Thread Thread Starter Forum Replies Last Post
Platform which provides more than 5 BEST BIDS/ASKS in their DOM for every market? Geronimo25 Platforms and Indicators 17 July 13th, 2013 08:25 PM
18 month old baby girl places a trade DionysusToast Traders Hideout 8 February 8th, 2013 03:52 PM
Automated bids and offers nesense NinjaTrader 3 October 3rd, 2012 04:19 PM
E-Trade Baby Loses Everything trs3042 Jokes 2 August 6th, 2011 01:36 PM
E*Trade baby buys CDS... gain247 Jokes 0 April 15th, 2011 05:36 PM

All times are GMT -4. The time now is 11:04 AM.

Copyright © 2016 by futures.io. All information is for educational use only and is not investment advice.
There is a substantial risk of loss in trading commodity futures, stocks, options and foreign exchange products. Past performance is not indicative of future results.
no new posts

Page generated 2016-10-27 in 0.07 seconds with 19 queries on phoenix via your IP