• by Fern Siegel , October 3, 2025

Dow Jones MarketWatch, the financial news publication, has a campaign message for millennials and Gen Z: “Don’t Short Yourself.”

The campaign, developed by creative agency Mother and Mother Design, appears on digital and social channels. 

The digital placements drive audiences to specific MarketWatch stories, such as buying a home and investing in your future, including retirement.

The target audience is 25- to 42-year-olds laying the foundation for their portfolios. The timing is right. MarketWatch subscriptions have doubled in the past three years, helping audiences navigate the intricacies of money and markets.

"Our campaign for MarketWatch is driven by a simple but powerful insight: financial news isn’t just for elites or experts – it’s urgent, practical, and deeply connected to everyday life. The tagline, “Don’t Short Yourself,” delivers that message with a playful nudge,” Bentzion Goldman, senior designer at Mother Design, told Agency Daily.

The campaign identity draws inspiration from the high-impact language of emergency signage and rave flyers – formats that demand attention and action. "We started with MarketWatch’s existing shade of green and dialed it up to become a piercing, attention-grabbing neon shade. The simple and bold typographic arrangements highlight the urgency of the campaign language,” he added.

In June, Bacardi appointed Mother New York and London as the global creative agency for gin brand Bombay Sapphire. Other client work includes StreetEasy, Amica, The Wall Street Journal and Stella Artois.