Business Marketing Association New York City Names State Street Global Advisors 2017 Communicator of the Year for “Fearless Girl”

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BMA NYC Board Advisors’ survey reveals surprising results, including marketers 35+ are more likely than millennial colleagues to personally align with purpose or messages of employers ---- New Siegel+Gale study shows organizations that invest in simplifying benefit from greater employee trust, advocacy, retention and innovation

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Recognizing both extraordinary commercial and cultural impact, The Business Marketing Association New York City (BMA NYC) presented its 2017 Communicator of the Year Award to State Street Global Advisors (SSGA) for Fearless Girl today at its 2017 Regional Conference.

The conference convened global business marketing leaders at Bloomberg, L.P. headquarters to explore the business and moral imperatives of communicating in the 21st century under its theme, “Can Marketing Change the World?”

The Fearless Girl campaign ignited a conversation globally on the need for greater gender diversity in senior business leadership, demonstrating the answer to this question is a resounding yes. In just 12 hours after the placement of the iconic statue in New York City’s financial district, Fearless Girl generated more than one billion impressions on Twitter alone.

With recipients representing world-class brands from American Express to Verizon, the Communicator of the Year Award has been one of BMA NYC’s most prestigious and enduring initiatives for 54 years. Sponsored by The Wall Street Journal, the award recognizes outstanding B2B marketers who, in the judgment of BMA NYC’s Board, exemplify insight, creativity and effectiveness in business marketing.

John Brockelman, Managing Director and Global Head of Communications and Brand Marketing, State Street Global Advisors, accepted the 2017 award: "We created Fearless Girl to spark a global conversation. The public discourse that resulted from this campaign is already leading to increased gender diversity in senior leadership worldwide. We are honored that Fearless Girl is being recognized by the BMA NYC as a marketing campaign that has helped change the world with their 54th annual Communicator of the Year Award."

At the conference, BMA NYC Board Advisors revealed surprising findings from a survey of more than 100 millennial marketers on whether marketing can change the world and why more millennials than ever are choosing marketing as their business discipline. Among the most counterintuitive of the following results are that significantly more marketers over the age of 35 than millennial marketers personally align with the marketing, purpose or messages of their employers (88% to 79%) and value customer experience the most when it comes to what they love about their favorite brands (59% to 30%):

Do you believe marketing can change the world?
Yes – 100%

-Over 35:    
Yes – 94%

Describe the primary emotion evoked by the most provocative marketing you experienced in the last two years evoked.
Empowerment – 33%
Urgency to act – 15%
Compassion – 12%

-Over 35:    
Empowerment – 35%
Urgency to act – 29%
Compassion – 17%

What do you love most about your favorite brand?
Ability to innovate and think ahead – 42%
Commitment to customer experience – 30%
The values the company upholds – 21%

-Over 35:    
Commitment to customer experience – 59%
Ability to innovate and think ahead – 18%
The values the company upholds – 18%

Do you believe it is important for a company to address current affairs, or is it better to remain neutral?
Address and be involved – 79%
Remain neutral – 21%

-Over 35:    
Address and be involved – 76%
Remain neutral – 24%

Do you personally align to the purpose, marketing messages or narrative of the company where you work?
Yes – 79%
No – 21%

-Over 35:    
Yes – 88%
No – 12%

Do you feel empowered in your role today to make the marketing at your company help drive change?
Yes – 67%
No – 33%

-Over 35:
Yes – 65%
No – 35%

“We saw tonight the incredible power that marketing has to change the world, and now more than ever we must use the tools of marketing to inform and inspire action for good,” said Tom Stein, President, BMA NYC; and Chairman and Chief Client Officer, Stein IAS. “The business and moral imperatives of our time demand it.”

At the conference, global brand strategy firm, Siegel+Gale launched the findings from their Simplicity at Work study. Based on a survey of more than 14,000 people in nine countries, the research shows organizations who invest in simplifying their workplaces benefit from greater trust, advocacy, retention and innovation among employees. Despite this, only one out of five employees finds their workplace truly simple.

In a simple workplace:
-95 percent of employees are more likely to trust their company’s leadership;
-54 percent find it easier to innovate;
-65 percent are more likely to refer someone to work at their company;
-84 percent of employees plan to stay longer in their job.

“Employee engagement has become a boardroom issue,” said Margaret Molloy, Global Chief Marketing Officer, Siegel+Gale. “A tight labor market coupled with the supremacy of brand experience means that an engaged workforce is a powerful asset while a disengaged workforce is a huge risk for every organization. Our research shows that simpler workplaces—those where employees easily get their work done and feel productive and fulfilled doing so— engender more advocacy, innovation, and retention.”

Download the full report here.

The New York chapter of the Business Marketing Association, the largest association of B-to-B–centric marketers in the world, provides a like-minded community of New York-area business professionals and numerous opportunities to network, exchange ideas, and learn from experienced experts.

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Eloise Harnett
Group Gordon
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