The theme of the campaign - and of the product - was of a brand smart enough to take account of global barriers and big enough to transcend them. In other words: smart thinking for smart people. Taxis were shipped from New York and Japan and branded with the iShares message. We spent 80% of the year’s budget in one audacious sweep and were inescapable wherever our target audience chose to look.

ETF usage rose by 17%, as did trader impressions of iShares as “a brand I trust”, reinforced by a 200% increase in traffic to the iShares website. We recorded a 48% advertising awareness after two weeks and iShares consolidated its position at the head of this hugely lucrative market.