the company and Mitch Caplan resigned as CEO. In November 2007, the company revoked the brand name license from SBI E-Trade Securities in Japan. In March 2008, E-Trade named Donald Layton, formerly JPMorgan Chase vice chairman, as its new CEO. Layton had joined E-Trade's board of directors in November 2007, at the same time as the Citadel LLC deal. In September 2008, the company sold its Canadian division to Scotiabank for . In December 2009, Robert Druskin, a former chief operating officer of Citigroup was named interim CEO and chairman. On March 22, 2010, Steven Freiberg was named CEO. Freiberg was the former co-CEO of Citigroup's global consumer group and former head of its credit card unit. On January 17, 2013, Paul T. Idzik was appointed CEO. Idzik had previously been group chief executive of DTZ and also served ten years at Barclays bank. On September 12, 2016, E-Trade acquired OptionsHouse for $725 million and later that month Karl A. Roessner, E-Trade's general counsel since 2009, was appointed CEO. On October 19, 2017, E*TRADE acquired RIA custodial services company Trust Company of America. On August 14, 2019, Michael Pizzi was appointed CEO. On December 9, 2019, E-Trade acquired student loan benefit provider Gradifi. In October 2020, the company was acquired by Morgan Stanley. "E-Trade Baby" advertising campaign (2008–2014, 2022–present) E-Trade Baby was an integrated advertising campaign that featured a baby that talked about finance. The goal was to make the audience believe that E-Trade was easy to use. The campaign, which appeared online, on television, and in print, was created by Tor Myhren, then of Grey Global Group. At first, Myhren had doubts if the ad campaign would work. In January 2008, during Super Bowl XLII, the company debuted advertisements featuring the baby, voiced by comedian Pete Holmes, discussing investing in an adult voice in front of a webcam. The advertising mascot is now sometimes remembered as a symbol of the excesses of the era before the global financial crisis. In February 2009, during Super Bowl XLIII, the company once again aired a 30-second advertisement featuring the baby, along with a Facebook page, updates on Twitter, and videos on YouTube. As a result of the advertisement, the company realized a 19% increase in online applications and an 86% increase in website traffic in the week after the game. In January 2011, an episode of SportsNation on ESPN2 parodied the commercial