Nasdaq Taps McKinney & Silver

McKinney & Silver has won Nasdaq’s $30 million marketing account.

McKinney in Raleigh, N.C., a member of the Havas Group, defeated J. Walter Thompson and Bouchez Kent + Co., both in New York, for the stock exchange’s business.

In the review, conducted by Richard Roth Associates in New York, Nasdaq limited itself to agencies whose parent companies are listed on the tech-heavy exchange.

Incumbent Messner Vetere Berger McNamee Schmetterer/Euro RSCG in New York was eliminated by the client before the final round of the competition.

The account acquisition, McKinney’s most significant win since it was purchased by Paris-based Havas in April, includes creative and media duties.

“We had three deeply engaged agencies looking at our business,” said Denise Benou Stires, Nasdaq’s executive vice president of marketing and investor services. “We found McKinney & Silver in particular to understand us.”

Agency chief executive officer Don Maurer credited the victory to chemistry, strategic planning and strong creative. He also noted that the agency’s affiliation with Havas kept McKinney in the running.

“Nasdaq is a global exchange,” Maurer said. “Without a global presence [like Havas], we would not have been considered as strongly.”

McKinney’s presentation centered around strategy developed by its planning group, led by Andrew Delbridge, executive director of account planning.

“Because the group had such sharp insights, it allowed the rest of the team to put together a great pitch,” Maurer said.

“With the democratization of investing through stock markets, there aren’t many people Nasdaq or its listed companies don’t touch,” Delbridge said. “What was key for us was to be able to get above the technicalities of the category and look at it from the perspective of how Nasdaq fits into the world economy and everyday life.”

The first elements of an integrated branding campaign that will involve print and television components are expected in late September. Early work will probably include guerrilla marketing.

“We’ll focus on the things people don’t know about the brand,” said Delbridge.

“Our messaging has to appeal to the chief executive officers of our listed companies so that they feel re-affirmed by choosing us,” said Stires.