E-Trade Begins Media Agency Review

Marketer Spent $85.7 Million on Measured Media in 2014

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Credit: E-Trade

E-Trade has begun a media agency review, according to people close to the situation.

The digital trading firm spent $85.7 million on domestic measured media in 2014, the last full year of available spending data, according to Kantar Media.

Ark Advisors is the consultant on the pitch.

The review is part of an effort to find an agency that can provide guidance on using media more creatively, according to one person familiar with the process. Another person familiar with the review said that E-Trade is looking to ensure that its roster of agency partners aligns with its business needs.

It's a departure from E-Trade's last media agency shift, which in May 2014 brought creative and media under the same WPP roof in an effort to "seamlessly integrate our messaging with how it is delivered," the company said at the time.

E-Trade currently works with a dedicated WPP unit staffed by Ogilvy One and media agency network GroupM. The company hired the WPP team in 2014, after moving its creative from Grey to Ogilvy in 2013, to bring media and creative under the same roof. Prior to that, media was a held by Publicis Groupe's Spark.

The company has since moved its creative from Ogilvy to Interpublic Group of Cos' R/GA. It also works with SS&K for social and WPP's Wunderman for CRM.

E-Trade, Ark and GroupM declined to comment.

E-Trade Chief Marketing Officer Liza Landsman left the company last February.

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