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The story of Fearless Girl, as told by the marketers who created her

In this video from the Mumbrella360 Australia conference – Elizabeth Serotte, vice president marketing communications at State Street Global Advisors, explains where the idea for the iconic Fearless Girl campaign came from

During the following video, Elizabeth Serotte, vice president marketing communications at State Street Global Advisors, explains where the idea for the iconic Fearless Girl statue came from.

The campaign, created by Wall Street investment firm State Street Global Advisors, placed a bronze statue of a girl staring down New York’s iconic Charging Bull statue as part of the company’s campaign for greater diversity on boards.

Speaking to the audience during June’s Mumbrella360 Australia conference in Sydney, Serotte says: “When I took my first job in marketing a number of years ago, it did feel a little like going over to the dark side.

“I certainly never imagined that working for a B2B financial services firm was going to be the job that offered me the opportunity to work on a campaign that was so viral and impactful and really did make a difference.”

Although she admits most people are probably more likely to have heard of the Fearless Girl campaign rather than the company who created her, she explains: “the company and who we are and what we stand for actually a really important part of the story.”

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