Name of campaign: "STA Conference—Set Liquidity Loose"
Launch date: October 2009
Creative credits: Creative director: Evelyn Neill; art director: Lourdes Banez; copywriter: Howard Van Lenten; artist: Marius Watz; project manager: Janie Thomas
Why we liked it: Like many financial firms, Knight Capital didn't have the money in 2009 it has usually had to spend on marketing. The company had previously been known for some big-spending ideas at industry events. So, to make the most of an important event in its industry—last year's STA Conference—Knight Capital developed some unusually creative marketing ideas based around the theme of "liquidity." The conference was held in Scottsdale, Ariz., so at the Phoenician resort, Knight Capital placed its logo under gallons and gallons of liquidity—at the bottom of the hotel's pool complex. It was an inspired move, because it helped get the Knight Capital name in front of the attendees without having to fight through the clutter of marketing messages at the actual event. We think Knight Capital made quite the splash with this idea.