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Tag: etrade

  • E-Trade Talking Baby Calls It Quits

    E-Trade Talking Baby Calls It Quits

    If you can’t get enough of the talking baby from the E-Trade commercials, you’ll have to get your fix on YouTube from here on out because the little man is done. After using the baby for six years, E-Trade is ready to move on.

    Even though it might be tough to accept that the E-Trade baby won’t be entertaining us in commercials during the Super Bowl anymore, all of you fans will be happy to hear that the baby is going out in an entertaining way at least. Not only does the little guy announce that he is quitting in a commercial during a bit of a tantrum, he also tells his fans goodbye on his official Twitter page.

    During what appears to be a typical E-Trade commercial, a singing cat pops up and informs the talking baby that he is his new sidekick, which the little guy doesn’t handle too well. “That’s it, I’m done. I’m out of here. Amateurs,” the baby says before throwing a phone at the camera. Watch the last E-Trade talking baby commercial below.

    Check out the E-Trade baby’s farewell note posted to Twitter:

    All good things must come to an end, right? After all, if the Taco Bell dog can eventually find himself out of a job, it stands to reason that the same can happen to a one-year-old. On a slightly more serious note, branding expert Allen Adamson explained the reason the company decided to ditch the talking baby and said it didn’t make sense to keep him around since online trading is so common now.

    “It served its purpose when it first launched, to make it seem like anyone could trade online,” said Adamson. “But now online trading is so common the baby has lost its mission.” So far there is no word on what E-Trade’s next campaign will be.

    By the way, if you’d like to feel old, check out what the talking baby (portrayed by Manolo Gonzalez) looks like now.

    Image via Twitter

  • E*Trade Gets A New CEO (At Least Temporarily)

    E*Trade has ousted CEO Steven Freiberg about halfway through is 4-year contract, as customer trading has not been where the company needs it to be.

    The company announced that its Board of Directors has appointed Chairman Frank Petrilli (pictured) interim CEO as the Board conducts its search for a permanent replacement for Freiberg.

    “E*TRADE is a fantastic company with an enduring and iconic brand, a top-notch product and service offering, and a dedicated senior management team,” said Petrilli. “The Company recently implemented a refined business strategy, centered on strengthening the firm’s financial position, while continuing to focus on the core brokerage business – the heart of the Company.”

    “We have realigned the Bank organization to exclusively focus on de-risking and de-leveraging while bolstering the Company’s enterprise risk management function,” he added. “Additionally, we are focused on reducing costs with an enhanced focus on efficiencies. Accordingly, the Board believes it is an appropriate time to transition the role of CEO to a new leader to guide the Company through the next phase of its evolution.”

    E*Trade’s Board has formed a committee to oversee the process of searching for a new CEO. The company says the committee will focus on candidates who have “strong understanding of the brokerage industry, a foundation in enterprise risk management, and a depth of experience that will allow them to immediately lead” the company’s strategy and management team. The committee consists of Petrilli, Rodger Lawson, Kenneth Griffin, Donna Weaver and Stephen Willard.

    In its Q2 earnings report, released last month, E*Trade reported that total revenue was $452 million for the quarter, compared with $489 million the prior quarter, and $518 million for the second quarter of last year.

  • E-Trade Baby Ready For Some Football, Leading Into New Super Bowl Ad

    E-Trade announced it will feature a new Super Bowl commercial this year, marking the fifth anniversary of its well-known E-Trade Baby campaign.

    CMO Nick Utton says, “The Baby has become an iconic brand ambassador that has enabled us to capture the imaginations of investors and effectively showcase the benefits of our investment solutions in a memorable and entertaining way.”

    During and after the game, the campaign’s online presence will include:

    • A new “viral” video featuring “Top Ten Baby Moments”
    • Real-time updates from the Talking Baby on Facebook and Twitter
    • Redesigned YouTube Brand Channel

    I always like when a brand declares its video “viral” before it’s even released.

    The E-Trade baby also made an appearance on the pre-game show for the AFC Championship game, leading to E-Trade becoming a trending topic on Twitter. Deadspin has it posted.

    Here’s some Twitter reaction:

    @taylor_made90
    Taylor Garrison    After watching grown men pretend to talk to the E*Trade baby and Steven Tyler shrieking the national anthem, I FINALLY get to watch football 2 minutes ago via web · powered by @socialditto

    @FauxJohnMadden
    Faux John Madden    The E-Trade baby provides better analysis than Phil Simms. 18 minutes ago via Sulia · powered by @socialditto

    @_Uook
    Next.    The E*Trade baby blew Jim Rome away, but after Steven Tyler’s “performance” I wish it was Roseanne singing. #AFCCFG 3 minutes ago via Dabr · powered by @socialditto

    @NatBBB8
    Natalie McClain    Aww man I missed the E-Trade! That baby is so funny! 5 minutes ago via Plume for Android · powered by @socialditto

    @KevinGehlWLNS
    Kevin Gehl WLNS    James Brown really does deserve better. RT @awfulannouncing: I don’t usually watch NFL pregame shows. E-Trade baby validates that decision. 10 minutes ago via web · powered by @socialditto

    @finkle_ray
    Raymond Finkle    With the key additions of the E-Trade Baby and Jim Rome. CBS’ sports coverage is definitely on the upswing. #ChampionshipSunday 12 minutes ago via Twitter for iPhone · powered by @socialditto

    @nicknunziata
    nicknunziata    They ought to abort the E*Trade baby. And Steven Tyler. 14 minutes ago via web · powered by @socialditto

    Here are some related tweets from the baby himself:

    @etradebaby
    E*TRADE Baby    Guess what, peeps? I’m headed to the Big Game again this year! It’s good to know people in high places…even if you can’t reach them. ETS 1 day ago via web · powered by @socialditto

    @etradebaby
    E*TRADE Baby    Benny, Mikey and I are meeting up for the Big Game in Indy. Hope the city is stocked up on disposable diapers! II E*TRADE Securities 1 day ago via Mobile Web · powered by @socialditto

    @etradebaby
    E*TRADE Baby    Will be on with Curt and the boys Sunday, plus, I’ll be showing a new ad too! II E*TRADE Securities 19 hours ago via Mobile Web · powered by @socialditto

    @etradebaby
    E*TRADE Baby    Hooking up with JB and the guys today. Tune in for my prognostications. II E*TRADE Securities 1 hour ago via Mobile Web · powered by @socialditto