E*Trade Seeks New 'Voice and Tone'

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E*Trade Financial’s “humorous, attention-getting” spots created by Goodby, Silverstein & Partners have become “outdated,” according to an RFP issued last week.

The RFP explains that while the “Super Bowl ads helped build awareness and create a recognizable persona, as both the markets and E*Trade’s capabilities have changed, that voice and tone have become outdated.”

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