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CHICAGO E*Trade Financial will double its marketing expenditure this year behind the first work from new agency Martin/Williams, the company said on Thursday.
The San Francisco-based online financial services concern will spend more than $90 million on marketing this year, an increase of $45 million, according to Pam Kramer, chief marketing officer for the company. The budget will be evenly split between advertising and below-the-line chores, she said.
The ad campaign kicks off today with two TV spots from the Minneapolis-based Omnicom Group agency and introduces the theme, “Why on earth wouldn’t you?” Ads tout a mutual fund rebate and transferable mortgage rates.
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