S&P Global: Seek and prosper

S&P Global, a financial brand, featured real employees in an anthemic print and digital campaign and created a TV spot with a scuba diver to drive awareness, consideration and favourability on a global scale.

Summary

The challenge: Awareness of 'S&P' was high but limited primarily to credit ratings and indices. The 2022 merger with IHS Markit offered an opportunity to launch a global campaign telling a bold new story about S&P Global.

The strategy set out to show how S&P Global's 'Essential Intelligence' supports the target's fundamental desire to 'accelerate progress.' This underlying thought was explored via early creative development research.

Our approach: We connected with 35 'business visionaries' in the US, UK & Hong Kong, across six industry verticals, for qualitative conversations and workshops.

The insight: 'Inner...

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Insights Team
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