TRENDSETTERS: NYSE Euronext’s Global Head of Marketing & Branding, Marisa Ricciardi, takes marketing to a new level
Marisa Ricciardi’s role at the world's largest stock exchange group is just in its second year; however, in that short time, more of the largest global brands are coming to the New York Stock Exchange on Wall Street not just to celebrate IPOs and other investor events, but to launch new products, ad campaigns and other marketing efforts.
Ms. Ricciardi not only oversees the various worldwide communications activities for NYSE Euronext, but works with her team on over 500 events surrounding the famous twice-daily bell-ringing ceremonies. These programs are now so popular that they are booked months in advance and mark such branding milestones as Pepsi’s launch of its Refresh campaign, Kraft’s pre-Super Bowl tailgate party for its Ritz crackers, and Estee Lauder’s involvement with Breast Cancer Awareness by having spokespeople like Elizabeth Hurley, Gwyneth Paltrow and Carolyn Murphy ring the bell.
According to Marisa Ricciardi, the NYSE is an unmatched platform for brands to reach constituents, investors, shareholders, employees. “Certainly, there’s no better place to go public, but the Exchange is also an iconic medium and a one-stop marketing platform. It allows a brand to gain visibility from Wall Street to Main Street to the World.”
Televised around virtually every country, the NYSE now recognizes that these bell-ringing events also have the ability to create a larger, more memorable experience. In fact, the area outside of the Exchange between Broad and Wall Streets is now called “Experience Square” and offers new ways for listed companies and their marketing teams to launch products, campaigns and involve employees, constituents and the general public.
The NYSE Euronext is also initiating Bell Ceremonies in Paris, Brussels, and London, and expects to replicate the program in other parts of the world. Marisa Ricciardi says it best, though, when she admits, “Our market is truly global.”