Omnicom Group's Goodby, Silverstein & Partners, San Francisco, the financial services firm's advertising agency, will not participate in the review, an executive said.
Officials from E-Trade and did not return calls. Goodby Silverstein executives and officials at Select Resources declined comment.
Super Bowl spots
Goodby Silverstein has created advertising for E-Trade since 2002, including memorable Super Bowl spots featuring a chimpanzee that rode a horse through the desolation of the dot-com crash and danced in a glitzy stage show.
E-Trade did not advertise in the 2003 Super Bowl, and a new management team has indicated interest in more direct-response initiatives, the executives said.
Headquartered in Menlo Park, Calif., E-Trade provides financial services including stock brokerage services, options trading, banking and mortgages.