After a Review, E*Trade Selects MullenLowe as Agency of Record

IPG agency will handle creative and strategic duties

E*Trade just selected a new AOR. - Credit by Getty Images
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E*Trade has selected Interpublic Group’s MullenLowe as its creative and strategic agency of record, concluding a review launched earlier this year. The appointment is effective as of the beginning of the month.

The financial services brand has worked with R/GA on broadcast advertising since January of 2015 and SS+K on online marketing since April of the preceding year. E*Trade’s most recognizable advertising likely remains the campaign centered around a stock-trading baby from its six-year relationship with WPP’s Grey. Grey resigned the account in June of 2013 and Ogilvy & Mather took over less than a month later.

“Our brand is firmly installed in the hearts and minds of consumers,” said Lea Stendahl, E*Trade’s senior vice president and head of marketing, in a statement. “Yet in an industry defined by fierce competition, it is increasingly difficult to break through the clutter and articulate why we are the clear choice for digitally inclined traders and investors.

Stendahl said that E*Trade’s goals are “to grow the business and win in this marketplace,” adding, “To do so, we need to connect with consumers by delivering a meaningful value proposition, expressed in a bold and culturally relevant ‘E*Trade’ way. We are excited to bring MullenLowe into the fold to help us do just that.”

“The opportunity to work on a brand with such a rich history of doing category-busting work was never lost on us,” added MullenLowe chief creative officer Mark Wenneker. “We found an insight, an idea, and a tone that struck a chord. And from day one we felt a connection with the entire E*Trade team. We look forward to creating brave work with our new partners.”

MullenLowe’s first work for E*Trade is expected before the end of Q2 this year. According to the latest numbers from Kantar Media, the company spent approximately $86 million on measured media from January to November of 2016.

@ErikDOster Erik Oster is an agencies reporter for Adweek.