Hasta La Creative!

This weekend, audiences will be treated to a new image of E-Trade: One that is, according to the company, more serious. Or at least more serious than a talking baby.

The campaign, which breaks this weekend around the NCAA Final Four games, is centered around “Type E,” the kind of people who are in charge of their finances and keeping an eye out for milestones like retirement. It was created by agency Ogilvy & Mather, the agency that won a short review last year after the brokerage split from longtime shop Grey, New York.

Liza Landsman, chief marketing officer at E-Trade, said that the company started off by trying to really take a look at where its customers were. “There has been change in the space, with customers choosing self-directed platforms over brokerage firms,” she said. E-Trade now sees its target market less as day-traders playing the market and more as investors who might want to go it alone but are still looking for retirement account — and tools to further their education. “They want a better handle, more control. Type E is a reflection of our customers, who are comfortable enough to ask for help when they need it.”

Continue reading at AdAge.com