2009 GOLD

FINANCIAL SERVICES, PRODUCTS & SERVICES

1,000 NEW ACCOUNTS A DAY

E*TRADE, E*TRADE FINANCIAL

Nick Utton, CMO
Jamie McClelland, Sr. VP-Mktg.
Lea Stendahl, Sr. Dir.-Mktg.
Dawn Burke, Sr. Mgr.-Mktg.

GREY NY

Tor Myhren, CCO
Bill Power, Dir.-Acct. Mgmt.
Adam Benepe, Sr. VP-Acct. Dir.
Noel Cottrell, Exec. Creative Dir.
Aimee Kraus, Acct. Exec.

SPARK COMMUNICATIONS

Miraj Parikh, Media Dir.

Believe it or not, there was a marketing success story this year in financial services. It started with a simple idea: There's comfort in numbers. Grounded in the fact that an average of 1,000 new accounts were opened every day at E*Trade, the campaign helped protect the brand. It expanded the franchise beyond early adopters, drove new account openings up 15% from first quarter 2007 to first quarter 2008 and earned millions in publicity with a commercial on the Super Bowl featuring a talking baby.