Citigate poised to land ETrade work

SAN FRANCISCO: ETrade is in final negotiations with Citigate Cunningham following an extensive PR agency review.

SAN FRANCISCO: ETrade is in final negotiations with Citigate Cunningham following an extensive PR agency review.

The company previously retained Hill & Knowlton, which was hired in August 1999. H&K helped the company roll out its new ETrade Financial branding at the end of January.

"We were instrumental in their major branding efforts during 1999 and 2000, up until the time they switched names and became ETrade Financial, which was launched successfully,

said Jeff Raleigh, GM of H&K's San Francisco office.

ETrade is determined to shed its dot-com image, and has mounted a major marketing push to present a more corporate image. The Los Angeles Times reported that ETrade has been increasing its range of services, and de-emphasizing stock trading. According to the paper, ETrade is also building a bricks-and-mortar distribution network with 11,000 ATM machines and dozens of 400-square-foot branches in Target stores.

In another tech account move this week, Openwave has ended its relationship with The Hoffman Agency after just five months. The agency was retained in November 2001, and the company's previous AOR was PR21. Openwave did not return calls for comment, and no other agency is believed to have been hired at this time.

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