E*TRADE Financial wins 13th Annual FCS Financial Marketer of the Year Award for 2018 accomplishments

Brighthouse Financial and MassMutual runners-up in prestigous contest

NEW YORK, Oct 25, 2018- The Financial Communications Society (FCS) announces today that E*TRADE Financial has been named the 2018 FCS Financial Marketer of the Year. The award will be presented to Lea Stendahl, Chief Marketing Officer, at a gala dinner on November 29, 2018 at the New York Yacht Club in New York City. A panel of 13 senior marketing executives reviewed numerous submissions for this year’s Award. The panel also recognizes as runners-up Matthew Quale, Chief Marketing Officer, Brighthouse Financial, and Jennifer Halloran, Chief Marketing Officer, MassMutual, for their marketing accomplishments in 2018.

Now in its 13th year, the annual Award recognizes financial services companies whose marketing has driven outstanding business results during the year.

E*TRADE is being recognized for reclaiming its leadership among an increasingly crowded field of low-cost self-directed investment platforms. With the launch of its “Don’t Get Mad, Get E*TRADE” campaign, the company returned to its edgy challenger brand roots.

“We are delighted to be recognized’ by the Financial Communications Society for our campaign, ’Don’t Get Mad, Get E*TRADE’, said Ms. Stendahl. I’m proud of our team and agency for creating a strategy true to our heritage as an irreverent challenger brand, modernized by injecting cultural insights that connect us with an audience of contemporary, digital-first investors. Bold storytelling and humor has always been a hallmark of our approach to help demystify finances for consumers, and it’s rewarding to put the brand to work in contributing to meaningful business growth.”

The FCS is also honoring the top two runners-up in the 2018 contest:
• Matthew Quale, Chief Marketing Officer, Brighthouse Financial, for its continued efforts to build the new Brighthouse brand and its Shield Annuities
• Jennifer Halloran, Chief Marketing Officer, MassMutual, for its brand refresh

“Each year we receive impressive nominations from across our industry, and this year is no exception,” said Kevin Windorf, CEO of the FCS. “As standout nominees, E*TRADE, Brighthouse and MassMutual demonstrated that authenticity is what makes a brand successful. It allowed them to take chances and connect with their consumers in ways that others could not imitate. This is true whether you are an established brand with a 100-plus year legacy, a 2-year old newcomer, or well-recognized brand with a history of disruption.”

The Judging Panel for the 2018 FCS Financial Marketer of the Year Award included 13 senior executives from leading financial companies:
Elyssa Gray, Vice President, Brand, Betterment
Martin Lange, Global Head of Marketing Innovation, Investment Services, BNY Mellon
Jim Hummerstone, Director of Global Advertising & Media, CFA Institute
Mark Ingall, Managing Director, Citi
Gordon Abel, Chief Marketing Officer, Dynasty Financial Partners
Lauren Radcliffe, Vice President of Marketing, Media and Acquisition, E*TRADE Financial
Kate Gunning, Global Head of Brand Management, J.P. Morgan Asset Management
Bill Webster, Brand Director, National Life Group
Dan Allocca, Managing Director, Head of Demand Generation & Marketing Analytics, Nuveen
Alison Lazzaro, Vice President, General Manager Brand Marketing & Advertising, Prudential
Mark McKenna, Head of Global Marketing, Putnam Investments
Alissa Von Volkom, SVP, Director of Product Marketing, TD Bank
David Fineman, Chief Marketing Officer, T. Rowe Price

Sponsorship options, table reservations and ticket sales for the November 29th gala are available at www.thefcs.org.

About MassMutual
MassMutual is a leading mutual life insurance company that is run for the benefit of its members and participating policyowners. MassMutual offers a wide range of financial products and services, including life insurance, disability income insurance, long term care insurance, annuities, retirement plans and other employee benefits. For more information, visit www.massmutual.com.


The FCS Financial Marketer of the Year Award recognizes the marketing organization whose marketing strategy and strong performance provides an inspiring example of how marketing and communications can advance a financial services firm’s business objectives and elevate the standard for exceptional work through innovation, creativity and impact in the marketplace. The winner is selected among nominated firms by a panel of senior marketers in financial services and advertising agencies.


About Financial Communications Society (www.theFCS.org):

The Financial Communications Society (FCS), a national not-for-profit organization founded in 1967, has evolved into the singular voice of the financial services marketing community by bringing together industry professionals to further the development of our shared businesses through education and networking, while demonstrating a commitment to philanthropic endeavors. FCS members hold senior and mid-level management positions in advertising, sales, marketing, PR, IR, and corporate communications at organizations including banks, brokerage firms, asset management firms, insurance companies, advertising agencies and media companies. Our Young Members Circle welcomes professionals age 35 and under, including those in entry-level positions. The FCS hosts the annual FCS Portfolio Awards for creative excellence in financial services advertising, collateral, digital and social media, and public relations; the annual FCS Financial Marketer of the Year Award; a monthly luncheon series featuring prominent industry speakers; and numerous educational and networking events throughout the year.  The FCS has a long, proud history of taking the “prosperity” of our activities and providing it to a number of very worthy causes. The FCS currently supports seven children’s charities across the country, having raised more than $2,450,000 since the year 2000, primarily through our annual FCS Race for Kids Marketing Summit & Charity Ski Weekend.