The New York Stock Exchange’s parent company, Intercontinental Exchange, also known as ICE, is launching its first-ever global brand campaign.
The campaign’s goal is to emphasize unexpected ways in which ICE touches the lives of people everywhere, of every generation, through efficient marketplaces.
Themed “Make the Connection,” the effort includes a 60-second TV spot featuring a cast of influencers who viewers can learn more about via behind-the-scenes content and social media.
The influencers includes McLaren CEO Zak Brown, former Wall Street trader Rose Han, HGTV star Egypt Sherrod, millennial gaming pioneer Erin Ashley Simon and Hyliion CEO Thomas Healy. Also featured are Peter Tuchman, known as the “Einstein of Wall Street” and the most photographed trader at the NYSE, as well as Eduardo Cassol and Roberta Montibeller, the duo behind “Odd Life Crafting” YouTube channel.
The effort was created by Prophecy by Prosek, the strategic branding division of Prosek Partners.
ICE was founded 20 years ago with the goal of making opaque processes transparent and analog workflows digital, said Jeff Sprecher, founder, chair and CEO of ICE.
“Those goals manifested themselves in many ways, with the end result of using data, technology and our expertise to connect people to opportunity,” Sprecher says in a release. “Our new campaign celebrates those connections.”
ICE’s imprint on global markets has become much broader than its formal name, Intercontinental Exchange, says Stephanie Dobbs Brown, ICE CMO.
“The brand campaign positions ICE as continually evolving to support the complex needs of the customers we serve,” Dobbs Brown says in a release.