The fully integrated branding campaign, which is targeted to investors, includes television, print, outdoor and online marketing. The creative shows CME as contemporary, innovative and accessible and conveys why today's CME is such a key part of the global financial marketplace.
Using the theme "CME now," the campaign ties journalistic images with powerful statements to evoke interest in CME. The duotone images in the print ads strike a balance between aspiration and human foresight. The horizon line of the images focuses on compelling headlines (such as "Where an instant in time is too long to wait" and "Where eyes widen and rarely blink") that speak of the CME world - where a millisecond can be the difference between financial opportunity coming and going.
The TV spots utilize stills as insightful pauses between fast-paced footage of financial capitals and global environments. Power words transition into the CME brand and define the destination where financial mastery is possible. An intense music track evokes Chicago blues and rock and roll that is designed to convey the spirit and intensity of CME by giving it a powerful, invigorating and cutting-edge look and feel.
"The work that DraftWorldwide developed is refreshing, highly creative and energetic, reflecting what we believe are some of the best qualities of CME," said Terry Duffy, Chicago Mercantile Exchange Chairman. "Draft dove right into our business and captured what we're all about."
There are two television spots, a 15-second and a 30-second, which will air on Bloomberg in the U.K. and U.S, and CNBC in Europe and the U.S.
Three print ads can be seen in publications including the Wall Street Journal, Chicago Tribune, Chicago Sun-Times, Barron's, Investor's Business Daily, New York Times, Financial Times, USA Today, Bloomberg Markets, and Institutional Investor.
Online media consist of various banner ads on CBSMarketwatch.com, CNN Money and Yahoo Finance that are similar in tone and style to the print ads.
CME will also wrap the 57-story W Hotel in Times Square in New York City with dominant, attention-grabbing banners that read "Where there's no such thing as no such thing."
"We're eager to present what we think is one of Chicago's best-kept secrets," said Bill Gorski, Senior Executive Vice President, DraftWorldwide. "They sought our help in developing a branding campaign, and what we've created is a powerful message designed to position CME as a category leader that has found an appropriate balance of technology and human interaction that distinguishes it from the competition."
About Chicago Mercantile Exchange
Chicago Mercantile Exchange Inc. (www.cme.com) is the largest futures exchange in the United States and the second largest exchange in the world for the trading of futures and options on futures. As an international marketplace, CME brings together buyers and sellers on its trading floors and GLOBEXO around-the-clock electronic trading platform. CME offers futures and options on futures primarily in four product areas- interest rates, stock indexes, foreign exchange and commodities. The exchange moves an average of about $1.7 billion per day in settlement payments and manages $27.7 billion in collateral deposits. On Dec. 6, 2002, Chicago Mercantile Exchange Holdings Inc. (NYSE- CME) and its CME subsidiary became the first publicly traded U.S. financial exchange.
About DraftWorldwide
With offices in 30 countries, billings of more than $3.6 billion and a blue-chip client roster that includes Avis, Bank of America, Burger King, Coca-Cola, Hewlett-Packard, Kellogg's, and the U.S. Postal Service, DraftWorldwide (www.draftworldwide.com) is one of the industry's leading global integrated marketing agencies. DraftWorldwide is a unit of The lnterpublic Group of Companies, Inc. (NYSE-. IPG).
