1. MF Global
We speak your language.
May 3, 2011

2. Beau Fraser
Managing Director
MF Global May 3, 2011 2

3. David Bernstein
Executive Creative
Director
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4. Eric van den Heuvel
Director, Channel
Planning
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5. Our Client List
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6. A Few of our
Financial and
Professional Services
Clients
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7. We are the network that works.
Three Things We are allergic to ―business as usual.‖
to Remember About
The Gate We take companies from name to brand
to market.
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8. The Gate is an international
1. The Network
marketing communications company with offices in
that Works cities of regional influence.
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9. 1. The Network that Works
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10. All categories have a unique set of cues,
beliefs and criteria against which decisions
are made.
2. We‘re Allergic to
―Business as Usual‖ While initially useful, they unwittingly become
sacred over time, even though the category,
company or environment has long since
changed.
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12. 3. From Name to Brand to Market
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13. The Gate: Channel Marketing
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14. Channel Marketing: Ad Agencies Plan Media…
The Gate constructs channels:
•Integrates into the brand idea process
•Broadens the definition of media
•Placing the buy is a start not an end
•Dialogues vs. monologues
•Channeling the continuum
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15. Case Studies: Been There. Done That.
-State Street Global Advisors
-GARP
May 3, 2011

16. State Street
MFMetLife
Global May 3, 2011 16

17. • State Street Global Advisors invented the
category.
A History of • State Street Global Advisors manages
Distinction the largest ETF.
• State Street Global Advisors supported
their ETFs for 15 years.
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18. • Low awareness
• Lack of credibility and reputation in a market
that was growing explosively
The Problem:
Nobody Knew
• Need to define itself and find a position that
gave institutions, financial advisors and high-
net-worth investors a reason to choose ETFs
from SSgA over other investment options
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19. • Need for a lasting, benefit-based Brand Idea
that incorporated current as well as future
products.
• Need for a new Brand Identity system to add
Our Challenges prestige and burnish reputation.
• Extend the Brand Idea to work in all media —
including the digital world.
• Work internationally.
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20. • Conducted qualitative and quantitative
research globally among advisors and high-
net-worth individuals to learn what they look for
in an investment.
• Analyzed competition to identify strengths and
opportunities.
Our Process and
Learning • Learned that the awareness and reputation
was low and minimal attribution of SPDR with
either corporate brand or State Street.
• Importantly saw that industry-based players
focused on rational-based features versus a
benefit-based reason that could usurp the
highest unmet category benefit.
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21. Product-based
Reasons
They have more ETFs
Their ETFs cost less
Trade like a stock
Give Prospects Reason
a Meaningful to
Reason to Choose Choose
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22. SSgA‘s Brand Idea Precision
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23. The Creative Strategy The most precise way to match an
investment with your investment strategy.
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24. The Work:
Communicating Precise in a world that isn’t.
Precision
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25. LOGO
TV
SPDR Creative PRINT
DIGITAL
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26. PRODUCTS
SPONSORSHIPS
SPDR Creative CORPORATE ID
INTERNATIONAL
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54. Financial service advertising
Sacred Cow Killed
should focus on performance.
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55. A Precise Approach to Media
Institutional Retail
Cross-over
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56. Precisely Reaching Institutional Traders
Bloomberg Terminal Log-in Screen
Online Banner – Domain Targeted
Captivate Screen – Office Targeted
Street Teams – Office Targeted
Vertical Phone Kiosks – Neighborhood Targeted
Bus Shelters – Neighborhood Targeted
Newsstands – Neighborhood Targeted
Subway Entrance – Neighborhood Targeted
Metrolight Panels – Neighborhood Targeted
Storefront display – Neighborhood Targeted
Transit Cards / Platform - Commuter Targeted
NY Post Distribution - Neighborhood Targeted
Bloomberg Radio - Market Targeted
Bloomberg TV Databoards - Market Targeted
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57. Institutional Map in Relation to Localized Media [cross-segment]
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58. Cross-over: Optimizing the Medium and Message
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59. Retail: Engagement Through Context
• A targeted banner campaign was
optimized daily during the 2.5-month
campaign and completely renegotiated
at 5 intervals.
• Across the 5 intervals/flights:
–Average of 15 sites per flight
–Average banner CTR increase by 65%
–Average banner CPM decreased by 2%
• Sample of average CPMs by site type:
–Major TV brand = $1.84
–Investing content network = $7.71
–Retail investor site = $4.43
–Major newspaper brand = $9.13
–Major newsweekly brand = $7.43
–AVERAGE PLAN CPM = $6.28
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60. Brand Attribution — Up
• 67% view ―Precise‖ to be a key attribute in
selecting an ETF for their portfolio.
Product Usage — Up
• SPDR‘s brand showed increases in overall
portfolio usage and brand familiarity—11%
increase among the primary target.
Results Advertising Awareness — Up
• Over 50% of the primary target are more likely
to recommend the brand after seeing
advertising.
Sales — Up
• 50% of all ETF trading volume involved SPDR
ETFs totaling $1.4 trillion.
• Market share increased 4% from 31% to 35%.
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61. Case Studies: Been There. Done That.
GARP
May 3, 2011

62. The Global Association of Risk Professionals
(GARP) is the only globally recognized leader
in financial risk testing and certification
programs, and educational and training
activities.
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63. GARP Acquisition
Campaign-Spring ‗11 442 % return on spend *
* Based on the aggregate revenue generated by exam registrations which
can be sourced directly to the digital ad campaign [display + search] @
<$250.0K investment.
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64. GARP Acquisition
Campaign-Spring ‗11 17 % return on spend *
* Based on the aggregate revenue generated by exam registrations which
can be sourced directly to the digital ad campaign [display + search] -
AND including the media spend behind print and radio @ <$950.0K
investment.
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65. • Test, Test, Test
–Message format and call to action
–Site type and placements
–Frequency curves
–Landing / application page and process
• Measure / Track Everything
Approach –Detailed acquisition funnels identify ‗sweet-spots‘
–Capture and track from exposure to activation
• Integrate ad data with client back-end
• Optimize against Benchmarks
–Actively [daily] managed campaign with constant
attention to performance vs. week, month,
quarter, year ago
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66. Applying the Approach
Cost per FRM
IMP Clicks CTR% FRM Bookings Total Cost $
sign up
10 SPRING - DISPLAY 6,291,134 40,814 0.65% 102 $99,890.67 $979.32
10 SPRING - SEARCH 1,387,005 18,907 1.36% 393 $36,725.60 $93.45
10 SPRING - CUME 7,678,139 59,721 0.78% 495 $136,616.27 $275.99
10 FALL - DISPLAY 47,571,245 93,600 0.20% 937 $371,167.00 $396.12
10 FALL - SEARCH 8,952,034 32,388 0.36% 778 $36,628.52 $47.08
FALL - CUME 56,523,279 125,988 0.22% 1,715 $407,795.52 $237.78
11 SPRING - DISPLAY 59,750,796 43,715 0.07% 2,480 $180,272.39 $72.69
11 SPRING - SEARCH 1,042,347 19,867 1.91% 665 $22,884.00 $34.41
11 SPRING - CUME 60,793,143 63,582 0.10% 3,145 $203,156.39 $64.60
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67. Geographic Breakdown of Display Campaign
Geographic Markets for Growth based on: display + search + site side analytics.
• India, Singapore, Hong Kong, South Korea, China
Mature Markets which still drive Volume and need to be managed to sustain efficiency.
• United States, United Kingdom
Markets for Consideration [testing] to determine if opportunity is real
• Canada, Australia, Nigeria
• South America, though GARP data does not suggest opportunity here, a market such as Brazil
may hold potential
= growth markets
= mature [volume] markets
= markets for consideration
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68. DIGITAL
GARP:
Direct Call to Action
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72. Who is right for
Clients who do not want to be taken for granted.
The Gate?
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73. Next Steps How can we work together?
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74. Dessert: Some Creative Examples
CFA
CURE Auto Insurance
US Helicopter
May 3, 2011

75. CFA
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76. CFA Brand Idea It’s worth the effort.
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77. PRINT
CFA Creative
DIGITAL
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84. Sacred Cow Killed Always be direct.
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85. CURE Auto Insurance
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86. CURE Auto Insurance
Equality behind the wheel.
Brand Idea
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87. TV
ONLINE VIDEO
CURE Auto Insurance
Creative OUTDOOR
FACEBOOK
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95. Rates are the only thing that differentiates
Sacred Cow Killed
insurance companies.
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96. US Helicopter
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97. US Helicopter
You’re too important to wait.
Brand Idea
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98. LOGO
PACKAGING
US Helicopter
Creative
PRINT
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104. In airline advertising, it’s price first.
Sacred Cow Killed
Benefit second.
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105. Why The Gate? You wouldn‘t be taken for granted.
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