FREETRADES

When two of E*TRADE’s largest competitors dropped their commissions, E*TRADE followed suit. And they followed suit fast.

On Wednesday, October 2, 2019, E*TRADE announced its monumental pricing structure shift. By Monday, October 7, we were live in the New York Times and the Wall Street Journal to spread the news.

We wanted to let people know that with no commissions, it’s free to trade with E*TRADE. Social and digital launched shortly thereafter.

The industry took note, and our print ad took home Portfolio Gold at the 2019 Financial Communications Society’s annual award show.

Role: Copywriter

Art Direction: Taylor Whitlock

Creative Direction: Richard Singer & Zack Menna

Campaign Components: Print, Social, Digital

Awards: Financial Communications Society - Portfolio Gold in Consumer Retail Single Print