State Street Global Advisors: The Middle Can Make All The Difference

Claire Stewart

State Street Global Advisors, a financial services brand, proved the value of medium-sized enterprises (mid-caps) with a humorous campaign that hinted at the horrors of a world without middles.

Campaign details

Brand: State Street Global Advisors Brand owner: State Street Corporation Entrant company: McCannIdea creation: McCann New York Market: United States Sector: Investment Media channels: Newspapers, Television & Connected TV, Online display, Search marketingBudget: 10 - 20 million

Executive summary

This is a story about an often overlooked asset class in the investment world. Mid-caps. And State Street Global Advisors' mid-cap ETF (Exchange Traded Fund), MDY. Investors mistakenly think their portfolios are diversified with large and small-caps. But without the middle of the...

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