State Street Global Advisors

The Middle Can Make All the Difference

Agency: McCann Worldgroup


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 dramatizes the value of mid caps by creating a world without middles.

This professional campaign titled 'The Middle Can Make All the Difference' was published in United States in April, 2022. It was created for the brand: State Street Global Advisors, by ad agency: McCann Worldgroup. This Film medium campaign is related to the Finance industry and contains 1 media asset. It was submitted about 2 years ago by Communications Manager: Shana Blackman of McCann Worldgroup.


Advertising Agency: McCann New York, , United States of America
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
Chief Marketing Officer, State Street Global Advisors: John Brockleman
Head Of SPDR ETF Marketing, State Street Global Advisors: Sarah Estwick
VP Advertising And Media, State Street Global Advisors: Kristie Tillinghast
VP, Director Of Marketing, State Street Global Advisors: Kelly Beaudin
Senior Product Marketing Manager, State Street Global Advisors: Michaela Copley
Senior Associate, Advertising And Media, State Street Global Advisors: Devon Laudadio
Senior Designer, Craft NY: Fermin Fernandez
Digital Advertisement Development, Craft NY: Daniel Farinella
Quality Assurance Engineer, Craft NY: Puneet Oberoi
Digital Production Coordinator, Craft NY: Gabrielle Wilson
Director, Smuggler: Björn Rühmann
EP, Smuggler: Patrick Milling-Smith, Brian Carmody, Allison Kunzman
Producer, Smuggler: Nick Sutherland-Dodd
DOP, Smuggler: Justin Brown
Service Company: Migrate Films:
Service Company EP: Libbi Ball
Editor, Work Editorial NY: Rich Orrick
Assistant Editor: Fatos Marishta
Producer: Chris Delarenal
Executive Producer: Alejandra Alarcon
Chief Creative, Preymaker | Creative + Technology: Angus Kneale
Exec Producer, Preymaker | Creative + Technology: Verity Grantham
Creative, Preymaker | Creative + Technology: Edward Lopez
Creative, Preymaker | Creative + Technology: Jongmoon Woo
Production, Preymaker | Creative + Technology: Jabulani Simelane
Exec Producer, Preymaker | Creative + Technology: Melanie Wickham
Creative, Preymaker | Creative + Technology: Jamie Scott
Production,: Joaqui Lopez
Production, Preymaker | Creative + Technology: Kendall Rotar
Creative, Preymaker | Creative + Technology: Rune Mansson
Creative, Preymaker | Creative + Technology: Simon Holden
Creative, Preymaker | Creative + Technology: Tim Bird
Creative, Preymaker | Creative + Technology: Wynand De Wet
Audio Post: Sonic Union:
Mix Engineer: Paul Weiss
Assistant Engineer: Alex Thiel
Head Of Production: Patrick Sullivan


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