E*Trade CMO halts review, picks Ogilvy & Mather to replace Grey

07/21/2013 | Adweek · Advertising Age (tiered subscription model)

E*Trade has replaced Grey, which created the "talking baby" ads for the company, with Ogilvy & Mather, though the baby might not be thrown out. E*Trade's new CMO, Liza Landsman, cut short a review to pick Ogilvy, an agency she worked with while she was at BlackRock. "The baby platform is iconic and hugely valuable. Certainly its continued use or use in different mediums is on the table," she said.

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