Hasta La Creative!

While we’ve yet to receive official word from agency PR, sources within the Ogilvy camp confirmed this morning that the agency has lost the TV portion of the E*Trade account to R/GA. No review was announced.

For context, Ogilvy won the business in July 2013, as evidenced by an internal memo from COO Lou Aversano; incumbent Grey New York, or the party responsible for the brand’s once-ubiquitous baby, resigned the account earlier that year.

In early 2014, the client signed a new CEO and dropped the baby for a new approach, with its CMO telling Fast Company that “the baby ate the brand.” Ogilvy’s following “Type-E” campaign starred Kevin Spacey and others.

A recent AdAge profile piece noted that R/GA, which has worked on E*Trade digital for some time, planned “a new emphasis on TV work” for 2015; this win marks a major step in that direction.

Sources say that, while Ogilvy may retain parts of the E*Trade business, R/GA will be behind all upcoming TV campaigns.

UPDATE: R/GA has no official comment on the news. Sources close to the matter also claim that the client didn’t just change agencies — it also dumped CMO Liza Landsmen, the very executive who discussed its new creative direction with Fast Company last year.