Advertiser: State Street Global Advisors
Brand: State Street Global Advisors
Agency: McCann Erickson New York
Country: 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 Advisors as a better investment partner that has a strong perspective and active voice on broadly relevant issues such as gender diversity.
    • Driving culture rather than following it by capitalizing on the bubbling tension around the topic of diversity to draw attention to an issue that the brand has the power to help change.