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

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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.

You can read the full Mumbrella article here.

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.”

  • See the video below

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