E-Trade Taps R/GA to Handle TV Creative

Ogilvy Has Been Creative Agency of Record Since 2013

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Kevin Spacey in E-Trade's 'Type E' TV campaign
Kevin Spacey in E-Trade's 'Type E' TV campaign

R/GA has been tapped to handle TV advertising for E-Trade, according to people familiar with the matter.

TV has been handled recently by WPP's Ogilvy & Mather, E-Trade's creative agency of record since 2013. Ogilvy debuted the current "Type E" campaign for the brand last April, the effort that replaced E-Trade's long-running talking baby campaign.

E-trade has been working with R/GA, part of Interpublic Group, on digital efforts for more than a year.

E-trade executives and an Ogilvy executive did not respond to requests for comment. An R/GA spokesman declined to comment. "R/GA is very proud to count E-Trade as a client and looks forward to our continuing partnership," he said, declining to elaborate.

The move is another vote of confidence in R/GA's creative and broadcast credentials. The shop, rooted in digital, supported Beats Electronics' push for the World Cup last year with a national TV spot, for example, and star-studded digital content featuring LeBron James and other big names.

After E-Trade shifted its creative business to Ogilvy from Grey in 2013, the company in May 2014 also assigned its media to a WPP team with talent from OgilvyOne and media agency network GroupM. Media planning and buying for the New York-based financial investment company had previously been handled by Publicis' Spark.

Between January and October 2014, E-trade spent approximately $76.4 million on measured media, according to Kantar Media.

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