After an initial post-IPO awareness and brand positioning campaign, Tradeweb wanted to refine and energize its advertising in two important ways. First, shift the emphasis to more client-focused messages that connected Tradeweb’s innovations with real-world benefits. Second, re-amplify Tradeweb’s position as the trading industry’s leading electronic platform innovator across geographies. Working closely with Tradeweb’s marketing team, Thinkso developed a global campaign theme that delivered on both objectives with a mantra and call to action that embodies Tradweb’s unique approach and value in an evolving marketplace: Break through.
“We wanted a campaign concept that really dug into what Tradeweb was all about—client-focused innovation that can really transform the way traders work and what they can achieve. Thinkso nailed it.” Michael H. Cohen, Managing Director Global Marketing & Communications, Tradeweb