E*TRADE CMO Addresses Summer Executive Networking Reception
More than 100 of our clients, employees and friends in the financial services industry gathered on the rooftop bar of the Gramercy Park Hotel on a sunny June evening for Cognito’s annual Summer Executive Networking Reception.
In between cocktails and hors d'oeuvres, our guests talked about the already turbulent and unpredictable year in finance, with Latin American currency shocks, crises in Eastern Europe and the Middle East and the winding down of Federal Reserve bond purchases in the States.
While the majority of the evening was spent networking, attendees also enjoyed a brief but insightful speech from Liza Landsman, the Chief Marketing Officer of E*TRADE.
Liza discussed her first year at the helm of E*TRADE’s brand, which included retiring the iconic E*TRADE baby, an advertising campaign that ran for more than six years.
“At the time of the talking baby’s launch six years ago, we wanted to communicate how easy online investing was: ‘so easy a baby could do it,’” Liza told the audience. “Over the past six years, however, online investing has changed: more than ever customers of traditional brokerage houses are gravitating towards greater online and greater self-service.”
Liza talked about developing the new Type E* campaign featuring Kevin Spacey, which she said was designed to mirror the change in investors’ behavior that has occurred as people get more mobile, connected and sophisticated. The campaign still maintains the human, witty traits that made the talking baby so popular.
Also at the event was Bloomberg News anchor Betty Liu, who signed copies of her recent Wiley book “Work Smarts: What CEOs Say You Need To Know to Get Ahead.” While autographing, Betty discussed her experience as a newsperson and author with a crowd that included both CEOs and future CEOs.
A selection of photos from the evening can be viewed here. The Summer Executive Networking Reception is one of the many annual events Cognito holds for clients, which also include “Breakfast Byte” morning briefings on hot industry topics and the company’s annual holiday party in December.
- Cognito Media,