E*Trade Media Assignment Goes Into Review

Financial company E*Trade has put its media agency assignment into review, according to sources.

The company reported spending $120 million on advertising and market development in 2014 -- up from $113 million the prior year. Last year’s figure is not yet available.

GroupM is the incumbent and has held the assignment since the client shifted the business in 2014 from Publicis Groupe’s Spark without a review. GroupM is expected to defend per sources.

GroupM declined to comment, referring calls to E*Trade. Reps there did not respond to a query before this posting.

Ads featuring the famous "E*Trade Baby" created by the firm's former creative shop Grey helped put the company on the map. More recent ads have featured Kevin Spacey in the company's "Opportunity Is Everywhere" campaign.



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