When BlackRock was named number one on the Barron’s 500 list, they decided they needed a bit of an image makeover for their current campaign. Deardorff won the assignment from Ogilvy, which had worked with BlackRock since its inception.
Our recommendation was to bring BlackRock’s tagline, “Opportunity favors the prepared mind,” to life. BlackRock wanted to continue using silhouettes, so we brought dimension and warmth to the concept, tying the silhouettes to strong, benefits-driven headlines. The new messaging focused on the pillars of BlackRock’s leadership within the industry: its global footprint, innovative thinking and proprietary technology, and how these attributes positively impact potential investor.