NYSE Euronext Tries to Win Back 'Trust in the System'

NYSE Euronext on Sunday kicked off a three-week campaign, hoping to take a leadership position in the financial industry.

A minute-long TV spot, via Euro RSCG New York, features CEO Duncan Niederauer, who addresses the public about stability, reliability, transparency and regulation--the attributes of NYSE Euronext. The securities exchange company was created in 2007 as a result of a merger between NYSE Group and Euronext N.V. It operates six cash equities exchanges in seven countries and eight derivatives exchanges.

This is the first time NYSE Euronext has used the CEO in its ads. “He passionately believes in these values and is out there every day advocating for them,” said Jeff Brooks, co-CEO of Euro RSCG, about why the agency decided to create this style of advertisement.

The campaign is meant to catch the attention of policy-makers while financial discussions are taking place, and touts NYSE Euronext's services and trading technologies.

Margaret Nagle, a senior vice president co-managing global marketing and branding, said that the financial system is at a critical point and NYSE Euronext, given its experience, is in a position to restore the trust lost during the financial crisis.

Brooks said that the campaign was created because of a common belief that “there was a real void of leadership in the financial industry and there was a time of great uncertainty.”

Brooks added: “[NYSE Euronext] understands the importance of trust and accountability in getting the economy and the financial marketplace back to a position of strength."