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"You can harness that frustration and do something with that.
"We aren't completely sold on the brand message (yet), but we give the company credit for shaking the tree with its irreverent ads and garnering the extra bit of attention that a relatively small company (at least by broker standards) needs to stay relevant," wrote Doug Mewhirter, an analyst at Sun Trust Robinson, in a recent research report.
Last week, E-Trade reported fourth-quarter net revenue of 7 million, a 25 percent increase over the year-earlier period, though net income of 9 million was down from the year-earlier period's 7 million.
"Last year was about reinvigorating the brand," said Karl Roessner, who was named chief executive in 2016, on a conference call with analysts, noting that this year, the brand will be "making a big splash on the national stage." E-Trade intends to ramp up its marketing spending to around 0 million this year, executives said on the call.
"For other brands at any given time, a celebrity spokesperson might be the right fit, but for us right now, we're comfortable," she says, noting the brand has other tenets in place such as connecting emotionally with consumers.
A reporter with Ad Age since 2015, Adrianne Pasquarelli covers the marketing strategies of retailers and financial institutions.
The New York-based financial firm known for its wisecracking infant is returning to the 2018 Super Bowl after a five-year hiatus with a 30-second spot.
Airing in the game's second quarter, the commercial continues the new messaging and marketing platform E-Trade rolled out earlier this year with its new agency Mullen Lowe—"Don't Get Mad, Get E-Trade." The Super Bowl effort, which includes a robust social media component, will highlight the coming perils for consumers who have not saved or planned financially for retirement.
Things have been changing over at the company, which is currently on its seventh chief executive, including interims, since 2007.
It also recently hired a new chief marketing officer, Liza Landsman, who, after the divorce from Grey New York, appointed Ogilvy New York as its agency of record.
After reporting dismal numbers earlier in the year and in 2012, it has been looking like things are looking up for E-Trade.
The company posted a .4 million profit in the third quarter of 2013, compared with a year-earlier loss of .6 million.
The new marketing tagline tackles the anger and envy many consumers feel around the wealthy.