NEW YORK: E-Trade Financial, a global provider of online brokerage, investing, and related banking solutions, hired CJP Communications as its US AOR, following a review that began approximately four months ago.
CJP will support the company's general PR program in the US, effective immediately.
“We previously worked with a Boston-based firm for a number of years, but it was really the right time to move it to New York,” said Susan Hickey, SVP of corporate communications for E-Trade Financial. “CJP has a really solid focus on financial services and so that was important to us.”
She declined to disclose the agencies invited to the pitch, as well as the name of the incumbent, and added, “there were a number of terrific firms during the process and each one really brought something to the table,” but that CJP had the best overall connection with the company's in-house team. The agency previously worked with E-Trade on its Super Bowl PR program this year.
“They really impressed us with their creativity and flexibility and had just really solid media support,” Hickey remarked about CJP's work on the Super Bowl campaign.
CJP is already supporting E-Trade's recently launched online community for trading and investing ideas with other customers, she said. The agency will also provide support to investor education programs, new advice and guidance products, retirement tools, and social media.
"E-Trade has a great interest in communicating to the world that they're not just for fast trading," said Jennifer Prosek, founder and CEO of CJP Communications. "There are retirement solutions, and those sort of messages, so I'm sure we'll be working on that orientation. We do a lot of financial services communications, so they are an absolute perfect fit."
Prosek would not disclose budget details.
"We are trying to be the most creative firm in an uncreative sector, which is financial services, so the E-Trade brand is just a fun consumer retail experimental brand," she added. "I think it's going to be really a terrific fit not just from a work standpoint, but a cultural standpoint."