BMW - "Changes"

Titled “Portraits,” the multi-media marketing effort showcases graduates of the initiative who are CEOs of their own businesses in countries around the world

Campaign created by predominantly female advertising agency team and production crew

NEW YORK, October 4, 2018 – Goldman Sachs today revealed a new advertising campaign aimed at raising awareness of the firm’s signature philanthropic initiative, 10,000 Women, which supports female entrepreneurs in emerging markets around the world through access to business education, networking, and capital.

The print and digital components of the campaign feature CEO-style portraiture—oil paintings in gilded gold frames—of several of the 10,000 women graduates. The headline copy reads “What changes when a woman leads a business? Everything.” Ad copy goes on to say “we believe that creating opportunity leads to more opportunity,” underscoring the multiplier effect program graduates have on their communities through revenue growth and job creation.

An accompanying TV commercial shows a graduate in Lagos, Nigeria, Ayo Megbope, telling her personal story of empowerment and confidence, as her CEO portrait is delivered by bicycle messenger and displayed on the wall of her business.

“Our aim with this campaign is to demonstrate the support Goldman Sachs has had for female entrepreneurs for the past decade, support that is on-going and highly relevant today” said Amanda Rubin, Global Co-Head of Brand and Content for Goldman Sachs. “There is no better way to do that than by hearing the voices of these women directly, and showcasing their accomplishments.

“This is a milestone year for 10,000 Women,” said Cristina Shapiro, the program’s global head. “In addition to reaching our 10th year, we’ve launched the business education on Coursera, making it free and available to more women around the world. This campaign is about our on-going commitment to helping create more opportunity for female entrepreneurs.”

In keeping with the spirit of the program itself, the campaign was created and produced by a predominantly-female team. Goldman Sachs worked with its agency Forsman + Bodenfors New York.

“From the start we knew this campaign had to live up to the standard 10,000 Women has set in terms of opportunities for women,” said Brooke Reno, Group Business Director at Forsman + Bodenfors New York. “We put together a team of talented woman to fill every major role in the production. While we’d all love to get to the place in the marketing industry where an all-woman production isn’t considered noteworthy, at this moment and time, it was a very unique and meaningful experience for all involved.

The integrated campaign is slated to run through the beginning of December. Print will run in key publications including The New York Times, The Washington Post, Fortune Magazine, and The Economist, as well as across a plethora of digital and social channels. The TV spots will run on broadcast news including Meet the Press and across Hulu. The campaign is also integrated into content partnerships with Cheddar, The Washington Post, and The Skimm.

Background on 10,000 Women
In 2008, Goldman Sachs launched the 10,000 Women initiative to foster economic growth by providing women entrepreneurs around the world with business education and access to capital. The initiative was founded on research conducted by Goldman Sachs, the World Bank and others, which suggests that such an investment can have a significant impact on GDP growth. 10,000 Women has reached more than 10,000 women through the in-person program, where 70 percent of graduates report higher revenues and nearly 60 percent create new jobs.

About Goldman Sachs Group, Inc.
The Goldman Sachs Group, Inc. is a leading global investment banking, securities and investment management firm that provides a wide range of financial services to a substantial and diversified client base that includes corporations, financial institutions, governments and individuals. Founded in 1869, the firm is headquartered in New York and maintains offices in all major financial centers around the world.

About Forsman & Bodenfors

In September of 2018, Sweden’s Forsman & Bodenfors and U.S.-based agency Kirshenbaum Bond Senecal + Partners (KBS) joined forces to create a new global agency offering. With 700 employees and eight offices in Gothenburg, New York, Stockholm, London, Toronto, Montréal, Shanghai and Singapore, today Forsman & Bodenfors brings together the agency’s signature way of working and legacy for creative excellence with the innovative data and analytics, technology and media services cultivated under KBS.

Production Team
Forsman + Bodenfors New York
Brooke Reno – Group Business Director
Shannon Aldins - Business Director
Rachel Wexler – Account Supervisor
Larissa Andru – Account Executive
Cheryl Von Ooyen – ECD/Writer
Claudette Martin – ACD/Art Director
Christina Carter – Executive Producer
Laura Forman - Executive Director, Brand Strategy
Vanessa Cagno – Senior Strategist, Brand Strategy
Cassie Hice – Sr. Business Operations Manager
Anna Fertel – Associate Director, Media
Taylor Hutchinson – Senior Strategist, Media
Ali Arnold - Strategist, Media
Brina Chu – Strategist, Media
Lia McCafferty – Senior Strategist, Media

Sanctuary
Elle Ginter – Director
Allison Anderson – DP

Africa Film Services (AFS)
Gail Warner – Line Producer
Jayne Rogerson – Head of Production
Anina Dippenaar – Production Coordinator
Ayodeji Ogunlade - Fixer
Ajua Dickson – Casting Director
Funmbi Ogunbanwo – Production/Cast Manager
Bisola Oladipo – Production Coordinator
Samantha Reinders - BTS Stills
Andree Du Preez - Art Director
Funke Shonaya - Wardrobe Stylist

Arcade (Editing)
Kim Bica – Editor
Laurel Metzler – Assistant Editor

The Mill (Portraits & Post Production)
Sally Reynolds - Designer
Krissy Nordella – 2D Lead
Ari Garber – 2D Assist
Tara Holland – 2D Assist
Rachael Trillo – Executive Producer
Sophie Mitchell – Associate Producer

Heard City (Sound Mix)
Elizabeth McClanahan – Mixer and Sound Designer
Sasha Awn – Executive Producer

Barking Owl (Music)
KC Dossett - Producer
Kelly Bayett - CD/Partner