NEW YORK E*Trade Financial said Thursday that Nicholas Utton has been named chief marketing officer. He replaces Pamela Kramer, who resigned in April 2004.
Utton will be responsible for the day-to-day operations of the company's marketing, including advertising, direct mail and branding campaigns for the brokerage and banking lines of business.
Utton joins the company with more than 24 years of product management and consumer brand marketing experience. He most recently served as evp at JP Morgan Chase, where he oversaw consumer and business marketing for Chase Financial Services. He also has held senior management positions with companies such as Unilever, Bristol-Myers Squibb, Revlon International, Cadbury Schweppes and MasterCard International, where he helped launch the global rollout of the "Priceless" ad campaign.
"Mr. Utton's distinctive track record in both financial services and consumer products will be a strong complement to E-Trade's future business goals," R. Jarrett Lilien, president and chief operating officer of E*Trade, said in a statement. "Mr. Utton has built his career on understanding consumer behavior. At a time when the financial services consumer is evolving, we are excited to tap this experience to further advance our marketing initiatives."
The client split with San Francisco-based Goodby, Silverstein & Partners last year and now works with Martin/Williams in Minneapolis. Both are Omnicom Group ad agencies. E*Trade spent just over $16 million on ads last year, per TNS Media Intelligence/CMR, but has already spent nearly that much through the first quarter of 2004.
—Brandweek staff report