- 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]
- Jefferies Exec Sage Kelly (Allegedly!) Employs Unorthodox Approach For Landing Clients (Update)
- Hedge Fund Manager Keeps A Detailed Record Of All The Asses He's Grabbed
- Jefferies Exec Details All The Places He's Never Mistaken For A Toilet
- Jefferies Exec (Allegedly!) Held An Offsite "Mushrooms Day"
- Banker Who Faked His Own Death Fielding Hedge Fund Jobs Offers Left And Right, Says Banker Who Faked His Own Death
- Jefferies Exec Sage Kelly Taking A Timeout From Investment Banking
- Guy Whose Quitting Pimco Totally Had Nothing To Do With Bill Gross Treating Him Like Crap Now Back At Pimco
- Bonus Watch '14: US Bankers
- Money Manager Holding Credit Suisse's Funds Hostage Elevates The Whole "I'm 5 Minutes Away!" Text When You Haven't Yet Left Your Apartment To A New Level
- Opening Bell: 10.29.14
- 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