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State Street Global Advisors Rainy Day Spot Helps You Get the Most from the Middle

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McCann NY launches the campaign for State Street's mid cap ETF

State Street Global Advisors Rainy Day Spot Helps You Get the Most from the Middle

What’s the use of an umbrella missing its middle during a rainstorm? Or beach-tennis paddle without a middle? How about a piano with no middle keys? They’re all part of a world without middles, brought to life by State Street Global Advisors in the latest campaign for its mid cap ETF (exchange-traded fund), MDY. 

In the stock market, mid caps, as their name implies, comprise companies with market value in the middle of the spectrum, the sweet spot between large caps and small caps. Investors often assume that if they own both large and small caps, they have broad exposure to the market – meaning they have covered the entire scale of the market. But without mid caps in their portfolio, they don’t. 

‘The middle can make all the difference’ is the refrain of the MDY campaign, which dramatises the value of mid caps by creating a world without middles. 

In truth, mid caps like MDY really can make all the difference - portfolios containing mid caps have a track record of outperforming portfolios without them. The campaign, spanning TV, social and digital, drives to a website experience where investors can use an online tool to find out how increasing a mid cap allocation can make all the difference in their own portfolios.

The campaign includes three different executions and launches with its first, ‘Rainy Day,’ on April 18th.

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McCann NY

SVP Group Creative Director: Gene Campanelli

SVP Group Creative Director: Peter Powell

VP Creative Director: Stephanie Cajucom

SVP Group Creative Director: Daniele Ferdinand

SVP Executive Producer: Donna McCracken

EVP, Global Account Director: Rob Rawley

SVP, Executive Account Director: Amber Greenwalt

Account Director: Cheryl Edwards

Senior Account Executive: Catherine Peta

SVP Group Strategy Director: Anna Andreis

VP Strategy Director: Daniel Lammon

Business Manager: David Halberstadt

State Street Global Advisors

Chief Marketing Officer: John Brockleman

Head of SPDR ETF Marketing: Sarah Estwick

VP Advertising and Media: Kristie Tillinghast

VP, Director of Marketing: Kelly Beaudin

Senior Product Marketing Manager: Michaela Copley

Senior Associate, Advertising and Media: Devon Laudadio

Craft NY

Senior Designer: Fermin Fernandez

Digital Advertisement Development: Daniel Farinella

Quality Assurance Engineer: Puneet Oberoi

Digital Production Coordinator: Gabrielle Wilson


Production Company: Smuggler

Director: Björn Rühmann

EP: Patrick Milling-Smith, Brian Carmody, Allison Kunzman

Producer: Nick Sutherland-Dodd

DOP: Justin Brown

Service Company: Migrate Films

Service Company EP: Libbi Ball


EDIT: Work Editorial NY

Editor: Rich Orrick

Assistant Editor: Fatos Marishta

Producer: Chris Delarenal

Executive Producer: Alejandra Alarcon


VFX: Preymaker | Creative + Technology

Chief Creative: Angus Kneale

Exec Producer: Verity Grantham

Creative: Edward Lopez

Creative: Jongmoon Woo

Production: Jabulani Simelane

Exec Producer: Melanie Wickham

Creative: Jamie Scott

Production: Joaqui Lopez

Production: Kendall Rotar

Creative: Rune Mansson

Creative: Simon Holden

Creative: Tim Bird

Creative: Wynand de Wet


Audio Post: Sonic Union

Mix Engineer: Paul Weiss

Assistant Engineer: Alex Thiel

Head of Production: Patrick Sullivan

Categories: Insurance, Finance

McCann North America, Tue, 26 Apr 2022 14:39:35 GMT