MSCI was facing increased competition from financial and tech startups that were rapidly eating into the company’s market share. The company needed to show that it had not grown complacent through its long history and position as a foundational financial institution and was actually at the forefront of changes in the worlds of both finance and technology.

Working with our executive committee, design, strategy, and digital teams, I helped revamp the company’s brand and positioning, redefining MSCI from a traditional, conservative index provider to an innovative, tech-forward hub that connects all of the global financial ecosystem. 

Signature pieces of the campaign included a refreshed look and feel, a new website, a powerful promotional piece with Henry Fernandez, the company’s CEO, and supporting collateral for a paid media campaign that ran in the first quarter of 2025.

Visits to the MSCI website and qualified leads for sales jumped by an order of magnitude by the end of the year. Operating revenues rose by 9.7%, and net income for the company compared to 2024 rose by more than 8%. Demand for AI-powered and custom solutions increased dramatically as well, and MSCI media personalities became recognized as leading FinTech spokespersons.