22 February 2018
Paul Penrose


Paul Penrose - Finextra

307Posts 1,353,522Views 246Comments
Finextra community

Video extravaganza

A round-up of interesting videos knocking about on the web. Anything worth watching of interest to Finextra community members.
A post relating to this item from Finextra:

E*Trade posts $1.7bn Q4 loss; talks up turnaround plan

25 January 2008  |  7905 views  |  0
Struggling discount brokerage E*Trade has posted a fourth quarter net loss of $1.7 billion after it took a $2.28 billion pre-tax hit on the sale of its asset-based securities portfolio to hedge fund m...

E-Trade bids for SuperBowl glory

31 January 2008  |  5053 views  |  1

In a desperate bid to restore its failing fortunes, online broker E*Trade has decided to splash out on two thirty-second advertisements to air during Super Bowl XLI, the coveted prime commercial spot on American TV.

E*Trade says it has augmented its 2008 marketing spend by 30% over 2007, as it looks to restore consumer faith in its brand, which has been badly dented by the subprime crisis.

The Superbowl ads alone will cost the broker at least $5 million, but will give it prime-time exposure to a nationwide audience of approximately 90 million viewers.

Sadly, E*Trade appears to be taking this once-in-a-lifetime opportunity a little too seriously. Apparently its campaign will seek to convey  E*Trade’s "overall customer experience" and highlight "how the company liberates self-directed investors by providing innovative and easy-to-use products, such as high-yield savings".

E*Trade should take a tip from FedEx, which in 2005 devised an ad which parodied the typical SuperBowl commercial. The ingredients include a celebrity, a cute kid, a dancing bear that talks, and the "optional" product message.

That dancing bear would be particularly poignant. 


Comments: (1)

A Finextra member
A Finextra member | 01 February, 2008, 04:19 No doubt E*Trade has been slammed in recent months, but it's stock price has already rebounded 140% from its recent 52 week low.  The true extent of ETFC's subprime exposure is in all likelihood fully known at this point.  The obvious question now is whether the company can rehabilitate its brand, but an even greater question looms: will the company escape the legal scrutiny now beginning to rear itself as the subprime dust settles.  If the answer is yes, then this company is a bargain at this level, particularly for potential acquirers.  Schwab, TD Ameritrade, and the SWFs have stood patiently on the sidelines for several months.  This may change in coming weeks.
Be the first to give this comment the thumbs up 0 thumb ups! (Log in to thumb up)
Comment on this story (membership required)

Latest posts from Paul

ANZ and Visa lose the plot

30 June 2011  |  6734 views  |  0 comments | recomends Recommends 0 TagsMobile & onlineRetail banking

Don't give up the day job...ever

20 May 2010  |  5969 views  |  0 comments | recomends Recommends 0 TagsTrade executionWholesale bankingGroupWhatever...

Now we are ten

19 April 2010  |  6339 views  |  3 comments | recomends Recommends 0 TagsRetail bankingWholesale banking

Finextra's Best of the Web

05 March 2010  |  5861 views  |  1 comments | recomends Recommends 0 TagsRetail bankingWholesale banking

The ATM was the last great financial innovation

25 February 2010  |  9983 views  |  8 comments | recomends Recommends 0 TagsRetail bankingWholesale bankingGroupFinance 2.0

Paul's profile

job title Head of Research
location London
member since 2007
Summary profile See full profile »
I'm responsible for editorial content and quality control across the full range of Finextra media.

Paul's expertise

Member since 2006
307 posts246 comments

Who's commenting on Paul's posts