SOLD OUT: John Brockelman, Chief Marketing Officer, State Street Global Advisors

Recap

The Boston offices of The Wall Street Journal was the site of a sold-out Cocktails with Content event on Sept. 26 that featured John Brockelman, Chief Marketing Officer, State Street Global Advisors (SSGA). John told the story behind SSGA’s latest ETF campaign — the MDY Mid-Cap Cup, featuring professional golfers Annika Sörenstam and Tony Finau. In addition to all the fun and insightful anecdotes about creating the campaign — from the strategy sessions to the actual shoot — John shared his personal set of planning guidelines, invaluable to all marketers.

In this video excerpt, John discusses seven rules for his process of conceptualizing a campaign:

  1. Always have the client front and center
  2. Understand business objectives and set stretch goals
  3. Be clear about what your brand stands for
  4. Rally around a big compelling insight
  5. Nail the message, then nail the creative
  6. Be consistent with your tone and voice
  7. Be open to ideas that might come out of left field

FCS Boston is especially grateful to John for being so giving of his time and candid insights. To show our appreciation, we donated $1,000 to the children’s charity of his choice: the Boys and Girls Club of Lawrence, whose mission is to enable all young people of Greater Lawrence, Massachusetts, especially those in most need, to reach their full potential as productive, caring, responsible citizens.

Special thanks to FCS Boston chapter president AnneMette Bontaites of Yahoo Finance and vice president Melissa More of Fortune for organizing the event. And our thanks to Katie Weber and Krissy Hurley of The Wall Street Journal | Barron’s Group for their partnership and sponsorship.

(Photos show John Brockelman and Katie Weber.)

THIS EVENT IS SOLD OUT.

FCS Boston is delighted to stage our first-ever Cocktails with Content event with a spotlight presentation by John Brockelman, Chief Marketing Officer, State Street Global Advisors (SSGA). Join us on Tuesday, September 26, from 4:00pm-6:00pm, for this special reception with beer, wine and refreshments. We’ll be hosted by The Wall Street Journal | Barron’s Group at their Boston headquarters.

John will share lessons learned on what it takes to create effective and differentiated campaigns while going behind the scenes of SSGA’s latest ETF campaign — the MDY Mid-Cap Cup, featuring professional golfers Annika Sörenstam and Tony Finau. This latest effort is an extension of SSGA’s 2022 FCS Portfolio Award winning “MDY Missing Middle” campaign.

John and SSGA were named the winner of the 2020 FCS Financial Marketer of the Year Award. In gratitude to John, the FCS will donate $1,000 to the children’s charity of his choice: the Boys and Girls Club of Lawrence, whose mission is to enable all young people of Greater Lawrence, Massachusetts, especially those in most need, to reach their full potential as productive, caring, responsible citizens.

We’re offering a special ticket package to our client-side and agency community partners: join us as a Content Champion and receive 5 tickets for $750. Your support will be acknowledged prior to and at the event.

This event will be a wonderful opportunity for the FCS community in Boston to connect in-person for the first time in 2023.

For more information about FCS Boston, please contact chapter president AnneMette Bontaites of Yahoo Finance or vice president Melissa More of Fortune.

  • Start September 26, 2023 04:00 PM EDT
  • End September 26, 2023 06:00 PM EDT
  • Location The Wall Street Journal 53 State Street, 12th floor Boston

Speakers

Guest Speaker John Brockelman

Chief Marketing Officer

John Brockelman is Chief Marketing Officer for State Street Global Advisors, the fourth largest asset manager in the world. He is responsible for all aspects of marketing for the firm, including data and analytics, institutional and advisor channel marketing, brand and advertising, investment content, digital, communications, and social media. John is also a member of […]

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