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...