- 21 Mar 2014 at 1:08 PM
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, which 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….”
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. Grey Advertising, which created the baby ads, resigned from the account last summer and was replaced by Ogilvy & 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.”
E*Trade bids goodbye to its iconic baby [Reuters]
- Discount Brokerage Spokesbaby Throws Final Temper-Tantrum March 21, 2014
- Hedge Fund Manager Keeps A Detailed Record Of All The Asses He's Grabbed September 17, 2014
- Harvard Professor Been Waiting 39 Years To Nail Lloyd Blankfein To The Wall September 18, 2014
- Tom Brady Could've Been The Tom Brady Of Merrill Lynch September 18, 2014
- Call The (Alibaba) Close (UPDATE) September 19, 2014
- Sex, Shoe Bonuses For Interns NBD At UBS (Update) September 15, 2014
- Opening Bell: 09.19.14 September 19, 2014
- Alibaba Rank And File Employees Super Excited (That The Weekend Is Here) September 19, 2014
- Man Posting Photos Of Near-Naked Women To Instagram Amazingly Has Lots Of Followers September 17, 2014
- Hedge Fund Sorry Former Managing Member Was Such A Cliché Vis-à-Vis Fraud September 19, 2014
- Executive Editor
- Bess Levin
How Can We Help You?
- Send tips to:
- For tech issues email:
- For advertising or events email:
- For research or custom solutions email:
- Dealbreaker is published by Breaking Media.
For a full list of our sites, services and staff visit breakingmedia.com