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ETrade Baby’s Future Hangs in the Balance

E-Trade retains the rights to the baby, but might not use them


E-Trade’s (ETFC) baby might be out of a job now that Grey New York, the company that created the E-Trade baby, closed the E-Trade account.

While the creators of the baby are no longer working with E-Trade, it isn’t taking the baby with it. The rights to the baby belong to E-Trade, and if they chose, they can continue to use it for advertising. USA Today doesn’t think this is likely, citing that E-Trade’s new CEO and marketing chief are reasons why the infant won’t likely make a return.

Liza Landsman, E-Trade’s new marketing chief, wants to focus the company’s marketing on data rather than on TV spots, reports the New York Post.

Ari Zoldan, CEO of Quantum Media Holdings, told the New York Post that E-Trade should switch the baby out for a toddler or use something that would retain the recognition of the baby.

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