Projects
Worked on not just a product launch campaign, but also the actual definition of what the new product would be, for SSGA. Analyzed what kind of ETF innovation would be most impactful, and then briefed the agency creative team to bring the product to market in the most impactful way.
State Street Global Advisors
The Creative: The idea of the ‘Fearless Girl’ came up early on (to put the image of a strong girl facing the bull on Wall Street), and became something that McCann saved until the right moment when the sculptural artwork would be ready (International Women’s Day, 2017), and could be unveiled.
Also to note, the idea came from at the time, a junior, female art + copy duo!
The 'Fearless Girl' stunt for SHE led to the highest of agency accolades, including the Grand Effie and Cannes Lions.
The Insight(s): Despite women’s progress in the workplace, the financial industry remains one of the most male-dominated work environments. Women are leaving the financial industry at a faster rate than they are joining. However, recent research shows, companies with greater gender diversity in executive leadership roles are more profitable. (Category Truth)
Despite having once been the innovator of the SPDR ETF, today ETFs are everywhere and SSGA is seen as lackluster—lumped together with other financial institutions that are seen as "pale, male, and stale." (Company Truth)
The Strategy: The SHE ETF (gender diversity index exchange-traded fund) designed to invest in U.S. companies committed to advancing the roles women play in their management and on their boards - is a great opportunity for SSGA to differentiate itself by igniting the gender diversity conversation, while spotlighting the issue of gender equality at executive senior levels.