Staring down the street: State Street’s Fearless Girl

State Street, a financial services company, launched a campaign in the US to tackle the low numbers of women in corporate leadership positions.

Campaign details

Advertiser: State StreetAgency: Ogilvy, River Communications, Water and Wall Group

Situation, research and insights

Here's a simple fact: Year after year, the number of women in corporate leadership positions continues to be disproportionately low.

Additionally, several studies have shown that having women in senior leadership helps contribute to diversity of thinking and better decision-making and thus better company performance:

  • According to a 2015 MSCI study, companies with strong female leadership generated a return on equity of 10.1% per year versus 7.4% for those without a critical mass of women at the top, a 36.4% increase...

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