State Street Global Advisors (SSGA): Fearless Girl

State Street Global Advisors, an investment firm, sparked a conversation on women's equality issues in the US with the statue of a girl confronting Wall Street's Charging Bull.

Advertiser: State Street Global AdvisorsBrand: State Street Global AdvisorsAgency: McCann Erickson New YorkCountry: Global


Communications objectives:

  • Create broad awareness—within the finance industry, across other industries (B2B), and with the general public (B2C)—of the need for more gender diversity in corporate boardrooms, and of the research showing that companies with women in leadership outperform those without.
  • Drive differentiation and increased resonance/relevance for the State Street Global Advisors brand by:
    • Positioning State Street Global Advisorsas a better investment partner that has a strong perspective and active voice on broadly relevant issues such as...

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