You could call Michael Sievert the monkey man-he was part of the E-Trade arrange marketing team when the online financial-services provider used a primate in its first Super goblet ads in 1999.

You could call Michael Sievert the monkey man-he was part of the E-Trade arrange marketing team when the online financial-services provider used a primate in its first Super goblet ads in 1999. ``It really created E-Trade as a household name that persons liked and set us apart from the competitors. That's [had] a lasting impact,'' said Mr Sievert, who now has the formidable task of creating a clear identify for AT&T Wireless as its of recent origin chief marketing officer.

In his just discovered ...