2010 SILVER

INTERNET PRODUCTS & SERVICES

TAKE CONTROL WITH E*TRADE

E*TRADE, E*TRADE

Nicholas Utton, Chief Marketing Officer
Lea Stendahl, Senior Marketing Director
John Clarkson, Strategic Marketing Consultant

GREY NEW YORK

Tor Myhren, Chief Creative Officer
Noel Cottrell, Executive Creative Director
Paul Behnen, SVP Creative Director
Kyle Howland, SVP Account Director
Jon Holding, SVP Account Director
Alissa Sheely, Account Executive

SPARK COMMUNICATIONS

Miraj Parikh, Media Director

E*TRADE's challenge in the midst of a recession? Inform investors they can take control of their finances at E*TRADE. We used our brand ambassador, the E*TRADE Baby, with a combination of online and print, to reassure people they could take control of their finances. We needed to drive more people to etrade.com, increase the number of accounts and make sure people heard our message. Millions of views and visits later, E*TRADE saw tremendous growth in net new brokerage accounts and reached a record number of accounts and increased customer activity.