
CME GROUP BRAND STRATEGY + CAMPAIGN
In a moment of profound (and potentially prolonged) global uncertainty, CME Group needed a new brand strategy and campaign that could: Instill confidence and position CME Group as a trusted leader, reinforce the CME marketplace as the best place to manage risk and capture opportunities and lastly, remind people of CME’s stability and strength.
We started by evolving their current brand strategy and expanded it across all recently acquired and established global BU's – ensuring that the new enduring idea/brand evolution continued to strengthen their brand and instill a sense of "business as usual" even during the rising global pandemic. The success of the project was highlighted by a new company manifesto, "C Level" presentation and brand anthem video.
The new positioning was activated with a new global brand campaign that spanned multiple countries, channels and experiences, including: print, digital and TVC advertising, exclusive interview video podcasts, and company conferences virtually attended and delivered by some of the most prominent and inspiring financial minds in the industry.

