State Street Global Advisors

McCann New York *Lead Agency

Daniel Lammon, Strategy Director
Peter Powell, SVP Group Creative Director
Gene Campanelli, SVP Group Creative Director
Will Zweigart, VP Communications Strategy Director
Rob Rawley, EVP Global Account Director
Amber Greenwalt, SVP Executive Account Director
Juliana Cresci, Account Director
Nathy Aviram, Executive Producer
Tamara Lecker, Producer
Jake Krasnow, Account Executive
Catherine Peta, Account Executive

Fundamental Media

Dan Kaepplinger, Account Director
Dan Peznola, Sr. Account Manager

Smuggler

Chris Smith, Director

Big Sky Edit

Chris Franklin, Editor

State Street tasked us with promoting their mid-cap funds and generating leads in the process. There was only one problem, investors ignore mid-caps. They were only interested in high-growth small-caps or blue-chip large caps. We created The Middle Bias to take advantage of investors' obsession with status and being the smartest person in the room in a way we knew they’d have to address. In the end, we generated 1038 new, highly qualified sales leads of investors ready to give mid-caps a closer look.