Your Best Ideas

An Advertising Movement From Ground Up

I led Capital IQ's first ever, internally conceived and produced, advertising campaign: Best Ideas. Truly integrated across media and medium, the campaign consisted of print, online, out-of-home, and guerilla tactics and was distributed through Forbes, Barron’s, trade publications, commuter hubs such as NYC Grand Central, Wall Street, London tube cars and stations, Metro-North car cards, Boston Ferry, and coffee stands around Grand Central.

In the U.S., the campaign debuted in January at the Wall Street 4/5 subway station in New York with a "Station Domination" reaching thousands of commuters daily. The campaign continued in Stamford, CT's Metro-North station and in Grand Central Station in New York. Car cards were displayed inside Metro-North trains on the New Haven line and full station coverage appeared at Stamford's Metro North Station and the Grand Central Shed. The U.S. campaign also included a guerilla-marketing program. In early March, Capital IQ employees handed out 5,000 branded coffee cups to delis and coffee carts in targeted areas in Midtown and in the Financial District.

In the U.K., station domination advertisements launched in February and appeared at the Charing Cross, Euston, Kings Cross St Pancras, Liverpool Street, London Bridge, Marylebone, Paddington, Tower Hill, Victoria, and Waterloo stations. In addition to the DLR at the Canary Wharf DLR station. In late March, the Capital IQ London office also participated in a guerilla marketing campaign. 25,000 oyster cardholders were handed out in record time to commuters at London Bridge, Liverpool Street and Canary Wharf. People were even seen lining up at London Bridge to get them!

There was an extensive print and online component for the campaign. Capital IQ was the exclusive advertiser on the cover of Barron’s Market Week section. Barron’s Magazine reaches an audience of over 300,000 each week. We also had print placements in Fortune, Forbes, and Institutional Investor magazines. Amoung our online advertising channels were The Wall Street Journal network – mainly, Google AdWords, CFA Newsbrief, Inside Investor Relations, and Dealbreaker.

The Best Ideas campaign had a global appeal, generating leads from 44 countries. and a broad range of market segments - highest interest came from our core clientele in investment management.