E*Trade Key for Gotham, Fidelity

BOSTON-Gotham’s former status as lead agency for E*Trade was key to its win of Fidelity Investments’ $50-60 million online brokerage account, sources said last week.
Gotham’s pitch focused on the “tremendous advantage” Fidelity has as the first online brokerage with historical financial credentials, versus the Internet-only credentials of E*Trade, sources said. The client also appreciated that Gotham possessed intimate knowledge of its chief rival. “They certainly have extensive experience” in the category, said Stephen Cone, president of customer marketing and development at Fidelity.
Gotham beat Grey Advertising, New York; Martin/Williams, Minneapolis; and Hill, Holliday, Connors, Cosmopulos, Boston, for the business.