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Positions E*Trade as a Long-Term Strategy
SAN FRANCISCO–Goodby, Silverstein & Partners’ new campaign for E*Trade uses humor to position the online brokerage as a tool for long-term investing, while emphasizing it’s not a short cut to great wealth.
The effort–Goodby’s first for the client since picking up the $50-100 million business from Gotham, New York, last month–replaces the tagline “Someday we’ll all invest this way” with “It’s time for E*Trade. The No. 1 place to invest online.”
“Gotham did a great job of establishing E*Trade,” said Jerry Gramaglia, vice president of marketing, sales and communications for the Palo Alto, Calif.-based
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