2022

NYX Awards - 2022 Grand Winner Winner

S&P Global. Seek & Prosper.

Entrant Company

S&P Global

Category

Strategic Campaign - Brand Strategy Campaign

Client's Name

Country / Region

United States

Experience Level

Internal

For over 160 years, S&P Global has provided people, governments and companies across the world the Essential Intelligence they need to make decisions with conviction. After completing our merger with IHS Markit, we knew we had an extraordinary opportunity to write the next chapter of our brand story and unveil our powerful combined offerings to the world. This bold multichannel campaign announces our expanded capabilities, while also connecting with our target on an emotional level.

Target:

Our target is the Inner Visionaries - they are inspired by data, relish getting into details and finding patterns others can’t see. They are in a position to make change a reality in the world. Our Essential Intelligence enables them to make the decisions that create a more prosperous future for all.

Campaign Idea:

The Seek & Prosper campaign is rooted in our purpose to Accelerate Progress. As we go to market as one S&P Global, building familiarity with our expanded capabilities is more important than ever. This campaign represents the power and potential of our brand and of all our offerings.

We are purposeful in the use of the words “Seek” and “Prosper.” Seeking is a more active version of seeing. To seek is to put in the effort to look deeper, search further, and ascertain more. To prosper is to experience the end result of using Essential Intelligence to seek. To truly prosper, you must have conviction and the desire to explore ideas that go beneath the surface.

Creative Overview:

The campaign launched with a full suite of work, with digital, full-page print in major publications, and three visually arresting spots—entitled Deep Dive, Cave, and Jump. The spots leverage metaphors to convey our core offerings.

Print and digital feature our people prominently, as the personification of our Essential Intelligence. The collage behind them is comprised of objects that represent their desire to seek, discover, learn more and pay off the main message being featured.

Results:

The campaign exceeded all our expectations with double-digit brand lifts: Aided Ad Awareness (+18 Lift); Consideration (+24 Lift); Favorability (+24 Lift); Familiarity (+27 Lift).

Credits

Global Head of Marketing and Communications
Alice Cherry
Vice President, Brand Marketing and CX
Heidi Grassi
Director of Brand Marketing
Melissa Kinsley
Assistant Brand Manager
Alexa Brennan
Executive Creative Director
Valerie Tirella
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