Here’s the Ogilvy Memo Regarding E*Trade Win

By Kiran Aditham 

By now, word is out and widespread that Ogilvy has taken the reins on the E*Trade account, which WPP sibling Grey NY of course resigned at the end of June. Whether they keep the baby or not is a story yet to be told, but according to the Spy line, O&M was one of the frontrunners on the business from the get-go. Anyhow, we’ve read recently installed E*Trade CMO Liza Landsman’s perspective. Now, let’s pass the mic and read Ogilvy’s courtesy of New York COO Lou Aversano. Read on below and after the jump.


July 23, 2013


We have exciting news to share. E*TRADE has chosen Ogilvy & Mather as their agency of record for brand communication and digital CRM. E*TRADE is one of the country’s leading online brokerage firms and is uniquely built for the self-directed investor.

With new leadership and ambitious growth plans, E*TRADE was looking for the perfect partner to take them forward and after an intense, albeit brief, pitch process we prevailed. Our new client, Liza Landsman had this to say about the pitch and O&M. ‘Our experience through round one got us to a clear and purposeful outcome pretty swiftly. Ogilvy has a tremendous heritage in building great brand platforms, whether it’s for IBM or American Express. That’s very important to us.’

The team, led by [O&M global managing director] Russ Messner, [CCO/North America] Steve Simpson, [worldwide head of planning] Colin Mitchell and [executive director/senior partner/head of OgilvyOne strategy] Jimmy Schougaard, rallied the agency in record time to focus on this exciting opportunity and worked overtime to do what was necessary to deliver the very best of O&M for Liza and her team and are busy finalizing the agreement. We are incredibly proud of them as they exemplify O&M at its best.

This has been an exciting summer thus far. We were named the most effective agency of the year by the Effies. We took home the most creative agency globally at Cannes. We won an exciting new assignment from American Express. We were just awarded the digital business for Weight Watchers. Our twin peaks are standing tall for current and new clients. Thank you for all you do each and every day to make us shine. And, welcome to the family E*TRADE!”