State Street Aims For Precision In ETF Overhaul

State Street Global Advisors, the investment management arm of State Street Corp., has consolidated its exchange-traded funds (ETFs) under the SPDR name, adopted a new logo, changed the name of each of its more than 40 funds, and overhauled its Web site (

The ETF rebranding effort is being supported by print, broadcast and outdoor ads in select markets. "The move toward a unified brand is designed to bring clarity to investors and further distinguish our ETFs," said James Ross, senior managing director of State Street Global Advisors.

New ads for State Street's SPDR ETFs ads employ the tagline: "Precise in a world that isn't."

To illustrate that concept, one commercial shows office workers tumbling into and out of an elevator that stops just below or above their desired floor. A print ad shows a photo of a car perfectly parked in the middle of two parking spaces. The headline reads: "Is there a parallel universe where everyone is precise? We want to live there."



"The new brand platform centers around the concept of precision in two ways," said Tony Rochte, head of U.S. Intermediary Sales and Client Service at State Street Global Advisors. "First, the suggestion of SPDRs' product purity and second, what investors look for in an investment: A vehicle that helps them to precisely match their investment strategy."

State Street had two ETF brands: streetTRACKS and Select Sector SPDRs. The SPDR ETF was State Street's first, launched in 1993, and its research showed, is most recognizable by investors; hence the decision to consolidate under the SPDR umbrella.

In October 2006, State Street Global Advisors' U.S. assets under management in ETFs topped $100 billion for the first time, up from $75 billion year over year. At year-end 2006, State Street managed approximately $102 billion across 43 ETFs in the U.S., and $113 billion across 67 ETFs worldwide.

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