e trade pitch brief

NEW BUSINESSPITCH BRIEF

This just in: E-Trade has begun a media agency review, and Ark Advisors is the consultant on the pitch. Why the change?

Per those familiar with the process, the review is part of a larger effort to find an agency that can provide guidance on using media more creatively. Another person familiar with the review said that

E-Trade is looking to ensure that its roster of agency partners aligns with its business needs - whatever that means. A clue may lie in their past agency relationships.

E-Trade's last media agency shift, in May 2014, brought creative and media under the same WPP roof in an effort to "seamlessly integrate our messaging with how it is delivered," the company said at

the time. E-Trade currently works with a dedicated WPP unit staffed by Ogilvy One and media agency network GroupM. The company hired the WPP team in 2014, after moving its creative from

Grey to Ogilvy in 2013, to bring media and creative under the same roof. Prior to that, media was held by Publicis Groupe's Spark.

The company has since moved its creative from Ogilvy to Interpublic Group of Cos' R/GA. It also works with SS&K for social and WPP's Wunderman for CRM.

OVERVIEW 01

OVERVIEW

E-Trade Financial Corporation was founded in 1982 in Palo Alto, California.

Known for its brokerage services, the firm provides the products, tools, services, and advice to individual investors and stock plan participants wanting to manage their own investments. For

corporate clients, it offers market making, trade clearing, and employee stock option plan admin services. Subsidiary E*TRADE Bank offers deposits, savings, and credit cards online and from 30 financial centers in major US cities. E*TRADE Clearing offers securities clearing and settlement,

while E*TRADE Securities, the bank's broker-dealer arm, offers mutual funds, options, fixed income products, exchange-traded funds, and portfolio management services.

In Q4 2015, daily average revenue trades (DARTs) fell 13% year on year (y-o-y) to 147,000, causing transaction-based revenues to decline. Similar trends were seen in full year revenues, which

decreased over 20% y-o-y to $1.4 billion in 2015, owing to a decline in commission fees to $424 million.

In 2015, the Company added 96,000 net new brokerage accounts and collected $288 billion in total customer assets, down from the $290 billion registered a year ago.

OVERVIEW 02

SUMMARY

SUMMARY 03

SUMMARYTarget Customers & Successful Campaigns

E*TRADE targets customers known as Type E*: investors who are confident, independent, yet willing to ask for help when they need it.

E*TRADE earned the #1 Smartphone App award, along with nine best-in-class distinctions for overall performance, offering of investments, platforms and tools, research, customer service,

education, mobile, new investors, and order execution in StockBrokers.com's 2016 Online Broker Review.

The most famous campaign has been the “E*Trade Baby” commercial, which ran from Superbowl 2008 till 2014. E*Trade’s most recent commercials feature Kevin Spacey who, in the last

commercial, partners with Robert Duvall in attempting to demonstrate that E*Trade “is all about seizing opportunities.”

The digital trading firm spent $85.7 million on domestic measured media in 2014, the last full year of available spending data, according to Kantar Media.

In order to get ready to pitch and become fully informed about Nationwide’s consumers and competition, you will need 3 different analyses:

• Competitive analysis• Audience Insights

• Trends watch

SUMMARY

SUMMARY 04

Target Customers & Successful Campaigns

E*TRADE targets customers known as Type E*: investors who are confident, independent, yet willing to ask for help when they need it.

E*TRADE earned the #1 Smartphone App award, along with nine best-in-class distinctions for overall performance, offering of investments, platforms and tools, research, customer service,

education, mobile, new investors, and order execution in StockBrokers.com's 2016 Online Broker Review.

The most famous campaign has been the “E*Trade Baby” commercial, which ran from Superbowl 2008 till 2014. E*Trade’s most recent commercials feature Kevin Spacey who, in the last

commercial, partners with Robert Duvall in attempting to demonstrate that E*Trade “is all about seizing opportunities.”

The digital trading firm spent $85.7 million on domestic measured media in 2014, the last full year of available spending data, according to Kantar Media.

In order to get ready to pitch and become fully informed about Nationwide’s consumers and competition, you will need 3 different analyses:

• Competitive analysis• Audience Insights

• Trends watch

DEMOGRAPHICS 05

COMPETITIVE ANALYSISDEMOGRAPHICS

GENRES

MALE

0% 25% 50% 75% 100%

FEMALE

0% 25% 50% 75% 100%

Fidelity InvestmentsE-TRADE Charles Schwab TD Ameritrade

DEMOGRAPHICS 06

13 - 17

0% 25% 50% 75% 100%

18 - 24

0% 25% 50% 75% 100%

25 - 34

0% 25% 50% 75% 100%

35 - 44

0% 25% 50% 75% 100%

45 - 54

0% 25% 50% 75% 100%

AGE

SINGLE

0% 25% 50% 75% 100%

MARRIED

0% 25% 50% 75% 100%

IN A RELATIONSHIP

0% 25% 50% 75% 100%

RELATIONSHIP STATUS

55 - 69

0% 25% 50% 75% 100%

DEMOGRAPHICS 07

WHITE

0% 25% 50% 75% 100%

AFRICAN AMERICAN

0% 25% 50% 75% 100%

HISPANIC

0% 25% 50% 75% 100%

ASIAN

0% 25% 50% 75% 100%

RACE

COLLEGE

0% 25% 50% 75% 100%

HIGH SCHOOL

0% 25% 50% 75% 100%

GRADUATE SCHOOL

0% 25% 50% 75% 100%

EDUCATION

DEMOGRAPHICS 08

WITHOUT CHILDREN

0% 25% 50% 75% 100%

WITH CHILDREN

0% 25% 50% 75% 100%

PARENTING

<40K

0% 25% 50% 75% 100%

40K - 70K

0% 25% 50% 75% 100%

70K - 100K

0% 25% 50% 75% 100%

100K - 200K

0% 25% 50% 75% 100%

INCOME

>200K

0% 25% 50% 75% 100%

PSYCHOGRAPHICS 09

ART APPRECIATORS

0 50 100 150 200

BEAUTY AND WELLNESS AWARE

0 50 100 150 200

BUSINESS PEOPLE

0 50 100 150 200

DESIGN LOVERS

0 50 100 150 200

COMPETITIVE ANALYSISPSYCHOGRAPHICS

Measurement based on Cubeyou’s popularity index.

Fidelity InvestmentsE-TRADE Charles Schwab TD Ameritrade

PSYCHOGRAPHICS 10

ENTERTAINMENT JUNKIES

0 50 100 150 200

FASHION LOVERS

0 50 100 150 200

FOODIES

0 50 100 150 200

GAMERS

0 50 100 150 200

HEALTH CONSCIOUS

0 50 100 150 200

HOME DECORATORS & DIYS

0 50 100 150 200

PSYCHOGRAPHICS 11

0 50 100 150 200 0 50 100 150 200

0 50 100 150 200 0 50 100 150 200

0 50 100 150 200 0 50 100 150 200

MOTOR LOVERS MUSIC LOVERS

NETIZENS OUTDOOR ENTHUSIASTS

PARTY GOERS PET LOVERS

PSYCHOGRAPHICS 12

0 50 100 150 200 0 50 100 150 200

0 50 100 150 200 0 50 100 150 200

0 50 100 150 200 0 50 100 150 200

POLITICALLY ACTIVE PUBLIC FIGURE FOLLOWERS

TECHIES TRAVELERS

READERS SPORTS ENTHUSIASTS

INTERESTS 13

Travel

Law and Government

Business and Industrials

Home & Garden

People and Society

POPULARITY REACH

159.9

156.9

152.4

143.9

143.2

59%

40%

4%

32%

66%

COMPETITIVE ANALYSISDELTA’S AUDIENCE TOP INTERESTS

E-TRADE

INTERESTS 14

CATEGORy

TOP BRAND

Travel

Rail Europe(North America)

159.9

143.2

8.4

- 24.7

5.7

- 18.0

0.6

- 19.3

CATEGORy

TOP BRAND

Law and Government

CentralIntelligence Agency

156.9

163.6

7.2

- 25.4

12.0

- 15.3

9.9

- 103.6

CATEGORy

TOP BRAND

POPULARITY index

RELEVANCE index

POPULARITY index

RELEVANCE index

POPULARITY index

RELEVANCE index

Business & Industrials

Mirum

152.4

150.5

22.9

- 90.5

21.8

- 98.5

19.3

- 90.5

COMPETITIVE ANALYSISDELTA VS COMPETITORS

INTERESTS 15

CATEGORy

TOP BRAND

Home & Garden

Armor All

143.9

161.3

16.8

- 38.6

29.4

- 34.6

18.7

- 5.5

CATEGORy

TOP BRAND

POPULARITY index

RELEVANCE index

POPULARITY index

RELEVANCE index

People & Society

Friends of the IDF

143.2

159.4

- 2.8

- 29.1

0.6

- 9.4

15.5

- 7.9

COMPETITIVE ANALYSISDELTA VS COMPETITORS

AUDIENCE INSIGHTS 16

AUDIENCE INSIGHTS

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http://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitchhttp://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitchhttp://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitchhttp://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitchhttp://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitchhttp://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitchhttp://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitchhttp://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitchhttp://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitchhttp://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitchhttp://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitchhttp://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitchhttp://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitchhttp://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitchhttp://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitchhttp://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitchhttp://library.cubeyou.com/how-to-win-your-next-business-opportunity-with-a-data-diven-pitch

TRENDS 17

TRENDS

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e trade pitch brief

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