Dive Brief:
- WPP agency Ogilvy is taking over media buying and planning for online financial investment company E-Trade.
- E-Trade had already switched its creative account over to Ogilvy last summer.
- These changes are representative of the shakeup new CMO Liza Landsman was planning for E-Trade's media business.
Dive Insight:
The agencies handling creative and media for E-Trade had both been with the firm for a long time, so the decision to switch was likely not a hasty or easy one. Sometimes it makes more sense to have one agency handle multiple facets of the company for consistency.
