How the “Fearless Girl” helped State Street Global Advisors find its voice

This event report outlines how “Fearless Girl”, a marketing initiative from State Street Global Advisors, made an impact inside the company and across the financial services industry.

The "Fearless Girl" – a four-foot statue of a young girl, hands on hips, staring down Wall Street's celebrated charging-bull sculpture – became an instant icon of female empowerment when she appeared, unannounced, on the eve of International Women's Day 2017.

The patron that supported the arrival of this striking addition to New York's cultural map on March 7 was, perhaps, an unlikely one: State Street Global Advisors, a Boston-based investment group with $2.5 trillion in assets under management.

While the company boasts enormous clout among the money men and women, Stephen Tisdalle – its Chief Marketing Officer –...

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