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BlackRock, Inc | Company Profile, Marketing Contacts, Media Spend, Brands

BlackRock, headquartered in New York City is a leader in investment management, risk management and advisory services for institutional and retail clients worldwide. BlackRock offers products that span the risk spectrum to meet clients' needs, including active, enhanced and index strategies across markets and asset classes. Products are offered in a variety of structures including separate accounts, mutual funds, iShares (exchange-traded funds), and other pooled investment vehicles.

Main Telephone (212) 754-5300
Main Fax (212) 754-8775
Primary Address
40 East 52nd Street
New York, NY 10022

BlackRock, Inc Contacts

Contacts (5/31)
Name Title State
Larry F. Chairman & Chief Executive Officer NY
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (212) 754-5300
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 40 East 52nd Street
New York, NY

Frank C. Chief Marketing Officer NY
Bennett G. Chief Risk Officer NY
Jim B. Managing Director & Global Head, Corporate Communications & Interim Chief Marketing Officer NY
Jason H. Global Head, Media NY

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
BlackRock, Inc. *******
iShares ********
BlackRock Solutions *
Aladdin *
Hedge Management *

Agency Relationships

Brand Agency Service From To
********* ********* ****** & ****** AOR - creative unknown present
********* ********* ********* media buying & planning 2014 present
*********, ***. ****** & ****** AOR - creative unknown present
*********, ***. ********* media buying & planning 2014 present
*********, ***. ***** **** creative, digital unknown present

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Score 52 – Close Watch: Blackrock CMO departs amid rising digital ad presence

Subject: TV, print, digital, online, video, sponsorship


Opportunity: Seeks a new CMO after Linda Robinson, global head of marketing and communications since 2011, decided to step down. Jim Badenhausen, global head of corporate communications, is serving as interim CMO until her replacement is found. Both he and the new CMO will report to CEO Larry Fink.

Therefore, with a new marketing decision maker poised to take over in the coming weeks, agencies with financial industry experience should start engaging marketing lieutenants. This way you’ll be top-of-mind with a potential successor or have a key ambassador who can introduce you to the new CMO. Your competition will include creative shop Mindshare. Both have held the account since 2014, meaning by the time a new CMO is hired they should be at average AOR tenure (2.5-3 years), boosting the probability of a review further. 

Sellers – Blackrock’s ad budget has plummeted since 2013 but there’s still substantial dollars here so continue to pursue business here. Focus on dollars tied to Q4 and Q2, which tend to be Blackrock’s highest advertising periods, according to Kantar Media.

Additional Insight 

Media Spend: Blackrock allocated $23.9 million towards measured media last year, 65% less than the $67.6 million spent in 2013, the peak of BlackRock’s ad spending. TV, print and display outlays fell last year, while search spending stayed flat at about $3.4 million. 

TV Breakdown: During the past year, $270,000h a gone to iShares national TV ads, all of which aired on Bloomberg during various programming, reports. For comparison, from June 2013-2014, $18.4 million went to iShares national TV advertising. IShares hasn’t come close to those levels since January 2014.

Digital Breakdown: However, at least during the last 12 months Blackrock’s display presence has doubled compared to the prior year period. Since last June, 264 standard, 407 high impact and 13 video ads have appeared on about 1,550 publishers combined (<1% mobile), most of which was placed programmatically. Desktop and video ads are primarily targeting personal finance and news publishers like,,,,,,, and 

Sports and entertainment sites have been a small part of Blackrock’s targeting mix too, according to Moat.

Winmo profile)
40 East 52nd St.
New York, NY 10022 
(212) 754-5300 

Jim Badenhausen
Interim Chief Marketing Officer & Global Head, Corporate Communications
(212) 754-5300

Michele Cardinal
Head, iShares Global Brand & Advertising
(212) 754-5300 ext. 7201376

Scott Roen 
Managing Director & Head, Digital Marketing
(212) 754-5300 

Peter Schnupp
Vice President, Media Planning & Buying
(212) 754-5300