E-Trade Shifts Media Buying and Planning to WPP
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E-Trade shifted its creative business from longtime agency Grey to WPP’s Ogilvy last summer. Now its media account is moving to WPP as well.
“Ogilvy will assume media agency of record responsibilities for E-Trade, in addition to their work as creative agency of record — a shift to seamlessly integrate our messaging with how it is delivered,” said Rich Muhlstock, senior VP-branding and acquisition, in a statement. “We are excited for the next phase of the E-Trade marketing story, and believe our new agency structure sets us up to connect with customers and prospects in an even more integrated and nimble way.”
(UPDATE: An E-Trade spokesman said later that while Ogilvy is overseeing the larger E-Trade account, the buying assignment will be handled by a WPP team, with talent from OgilvyOne and GroupM.)
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