E*Trade Teams With BBDO on Q4 Project

NEW YORK Online brokerage E*Trade Financial, which split two weeks ago with Omnicom Group’s Martin/Williams, today said it has awarded a fourth-quarter assignment to that shop’s Omnicom siblings, ad agency BBDO in New York and BBDO’s online marketing unit, Atmosphere.

“The integrated assignment goes into effect immediately and will utilize BBDO’s strategic and creative resources, both on- and offline,” the company said in a statement. E*Trade officials could not immediately be reached for further comment.

The New York-based client spends an estimated $90 million annually on marketing, and last month was talking to undisclosed agencies about its account [Adweek Online, July 9].

A BBDO representative declined comment.

The client is still talking to BBDO and other undisclosed agencies about long-term branding ideas for E*Trade and its specific offerings, such as mortgages, banking services and mutual funds, sources said.