iShares “Ask the Right Questions”
A. EXECUTIVE SUMMARY
|Business Results Period (Consecutive Months):||March 2008 – March 2009|
|Start of Advertising/Communication Effort:||March 17, 2008|
|Base Period for Comparison:||December 2007|
a) Synopsis of the Case
In September 2008, Lehman Brothers filed for bankruptcy protection. Fannie Mae and Freddie Mac were placed in government conservatorship. Markets plunged. The global financial crisis was in full swing. Investors reacted by cashing out. Mutual fund redemptions reached record highs. And Barclay's Global Investors (BGI) Canada quietly increased net new sales of their iShares Exchange Traded Funds (ETFs) by over 480%.