MARTIN/WILLAMS WINS E-TRADE AD ACCOUNT

Work Valued at $35 Million

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SAN FRANCISCO (AdAge.com) -- E-Trade Group has named Omnicom Group's Martin/Williams, Minneapolis, as its agency for an anticipated $35 million advertising account, according to executives close to the situation.

The financial services company said

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only that it would release a statement tomorrow. The agency refused to comment.

Other contenders in the review included Omnicom Group's BBDO Worldwide, New York; Dentsu's Colby & Partners, Santa Monica, Calif.; two Publicis Groupe shops, Publicis in the West, Seattle, and Publicis, New York; and Havas' McKinney & Silver, Raleigh, N.C.

Incumbent was Goodby
E-Trade, based in Menlo Park, Calif., parted with its former agency, Omnicom Group's Goodby, Silverstein & Partners, San Francisco, in July. The agency created the marketer's Super Bowl commercials featuring a chimpanzee.

The company in July said it was looking to leverage its brand and connect with consumers in a "more targeted way." E-Trade began as an online stock trading company, but has evolved into other financial services, including banking and mortgage lending.

E-Trade spent $35.3 million in measured media in 2002, and $10.5 million for the first six months of this year, according to TNS Media Intelligence/CMR.

Select Resources International, West Hollywood, Calif., conducted the review.

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Alice Z. Cuneo and Kate MacArthur contributed to this report.

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