When you’re the market leader, you’ve earned the right to be bold and to speak confidently about your brand. S&P Dow Jones Indices’ preeminence in indexing naturally positioned it as the alpha—the one to turn to for index information and the one in the industry to watch.
That’s why we created the “One to Watch” campaign, which celebrated the “alpha” quality of individuals in pursuit of excellence. We employed a confident tone, direct language and prominent, crisp headlines that were emotionally appealing, together with identifiable imagery and full-bleed photography.
Our HTML5 digital creative was pushed forward through the use of rich media to deliver video and custom animation in high-impact placements across leadership, trade and regional sites. The print campaign ran globally and regionally as full-page ad spread formats in leadership media, including The Wall Street Journal, Pensions & Investments and Intuitional Investor, among others.