BlackRock

Monique Le, Head of iShares Americas
Michele Cardinal, Managing Director iShares Global
Alex Craddock, Global CMO
Heather Taylor, Head of U.S. Paid Media
Grace Christus, VP iShares U.S. Marketing
Rob Chedid, VP iShares U.S. Marketing

DDB San Francisco *Lead Agency

Sam Renbarger, Head of Strategy
Jenny Barthe, Strategy Director
Aubrey Day, Associate Creative Director
Steve Nathans, Creative Director
Ben Wolan, ECD
Laura Hoffman, Account Director
Ty Kendig, Head of Account
Alyssa Gaio, Account Executive
Katheryn Batista, Account Supervisor
Sam Petersson, Executive Producer

Mindshare

Stephany Parry, Global Client Lead
Ashley Hart, Senior Partner, Director
Grace Robbins, Managing Director, Comms Planning

Edelman

With Financial Advisors seeing no difference between iShares and other Exchange Traded Funds (ETFs), iShares’ market leadership was slipping. Through the story of a zealously overachieving prodigy Eleanor (E.T.F.), who embodied the extraordinary abilities of iShares ETFs, we showed that iShares could do more than Advisors thought possible. Eleanor increased Consideration +120% and persuaded 80% of Financial Advisors to use iShares more. The campaign surpassed all category norms and helped iShares hit record-breaking new business figures - powerfully reclaiming iShares’ position at the top of the ETF world.