• by Richard Whitman , Columnist, December 10, 2018

Well, the marketing folks at State Street Global Advisors and McCann sure know how to extend a marketing campaign.

I’m sure you’re well aware of “Fearless Girl,” the bronze statue/marketing campaign and symbol of female empowerment that has won all sorts of awards.

Last month, under cover of darkness, the statue was abruptly removed from its location in the Bowling Green section of downtown New York City, with assurances she would return to a new spot near the New York Stock Exchange. However, at the time, the details of her exact relocation plans were a bit murky.

But again, under cover of darkness, "FG" made her return engagement this past weekend, less than a mile from her previous stomping ground in Bowling Green, where she confronted the bull market bull for more than a year.

The murkiness lifted at 8:15 a.m. this morning, with the official unveiling of "Fearless Girl" in her new location, fearlessly staring down the main NYSE building.

A number of high-profile women (and men) in powerful positions were in attendance to mark the occasion, including Congresswoman Carolyn Maloney, Carmelyn P. Malalis, chair and commissioner, NYC Commission on Human Rights, Betty Liu, executive vice chairman of NYSE, Cyrus Taraporevala, president-CEO, State Street Global Advisors, and Lori Heinel, deputy global Chief Investment Officer, State Street Global Advisors.

Check out the SSGA twitter feed here for more information on the messaging the company has created to mark the "FG" return.

Two key takeaways: "FG" is here to inspire future generations of young women, and successful businesses need women leaders.

Let’s face it: For generations, men in power have shown they need all the help they can get. I don’t think there is any doubt that women are part of the solution.