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E*Trade Financial’s “humorous, attention-getting” spots created by Goodby, Silverstein & Partners have become “outdated,” according to an RFP issued last week.
The RFP explains that while the “Super Bowl ads helped build awareness and create a recognizable persona, as both the markets and E*Trade’s capabilities have changed, that voice and tone have become outdated.”
E*Trade seeks an agency “capable of connecting with the consumer via highly impactful, results-driven advertising and direct response communications,” the RFP states.
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