Omnicom Group has managed to keep the $60 million E*TRADE FINANCIAL creative account in the family, as the online brokerage has named BBDO New York its advertising agency-of-record for 2005.
Last
July, E*TRADE dropped BBDO's Omnicom sister Martin/Williams, Minneapolis, after little more than a year.
BBDO and E*TRADE began their relationship during the fourth quarter of 2004, when the
agency was retained to handle an integrated marketing project. The review for the total creative account began last summer.
"In 2005, E*TRADE FINANCIAL will demonstrate the power and value
inherent in the integration of diverse financial solutions," said Nick Utton, E*TRADE FINANCIAL's chief marketing officer, in a statement. "BBDO's strategic deployment of creative muscle has
demonstrated their ability to help us take this message directly to both our retail and capital markets customer base."
A statement from John Osborn, president and CEO, BBDO New York, added: "We
are incredibly excited to be back in the financial services category. We've enjoyed building our relationship with E*TRADE FINANCIAL over the past several months and look forward to taking the brand
to new heights. We couldn't have asked for anything better."
New work is expected to debut during the first quarter of 2005, the statement added.
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