Big Bang Makes an E*Offering in Print, Online




E*Trade’s Investment Banking Unit Jumps for Joy Over Capitalism
LOS ANGELES–Big Bang Idea Engineering has picked up a new $10 million piece of Internet business and has already created a print and online campaign for the client.
The San Diego shop bested several undisclosed Southern California agencies last month to pick up ad duties for E*Offering, the investment bank unit of online retail brokerage E*Trade, according to Wade Koniakowsky, Big Bang executive creative director. There was no incumbent. Goodby, Silverstein & Partners, San Francisco, which handles E*Trade’s general account, was not involved in the review.
The shop recently broke its first work for the Newport Beach, Calif.-based online investment banker. The ads position the company as embodying the best capitalism has to offer. One full-page print ad depicts a joyous man leaping high in the air. The headline reads, “Hallelujah, this is a great day to be a capitalist.” Text below introduces E*Offering to the reader, suggesting “This just might be capitalism’s finest hour.” The Web site address, www.eoffering.com, is also included.
“Investment banking is about making a lot of money,” said Koniakowsky. “That’s why we created the spirited, yeah-for-capitalism ads.”
The campaign is running in The Wall Street Journal, The New York Times, Barron’s, Red Herring, The Industry Standard and other business and financial publications. Upcoming ads, perhaps including broadcast executions, will tout E*Offering’s specific benefits.