The Fearless Girl

A new manifesto from State Street Global Advisors?

Pedestrians in lower Manhattan have a new piece of art to think about, as McCann New York and client State Street Global Advisors conspired in the middle of the night to drop a statue in Bowling Green Park of a girl facing off against the famous Wall Street Charging Bull.

The stunt, timed to International Women’s Day, is meant to symbolize the power of women in leadership. More specifically, it’s part of a campaign by SSGA to emphasize that companies with women in top positions perform better financially.

The sculpture, titled “The Fearless Girl,” was made by Kristen Visbal and photographed by Federica Valabrega.

The guerrilla aspect of the placement is in keeping with the Charging Bull itself, which was installed without permission by artist Arturo Di Modica in 1989. It was meant to be a symbol of the strength and power of the American people following the stock-market crash of 1987. Residents fell in love with it, and the city allowed it to remain.

McCann did get a permit for the girl statue. It will be up for at least a week, says the agency, which is negotiating with the city for it to become part of the art program so she can stay longer.

The new campaign also calls on more than 3,500 companies—the ones that SSGA invests in on behalf of clients—to take steps to increase the number of women on their corporate boards.

An MSCI study suggested companies with strong female leadership generated a return on equity of 10.1 percent per year, versus 7.4 percent for those without a critical mass of women at the top, SSGA said. Yet one in four Russell 3000 companies don’t have even one woman on their board, and nearly 60 percent of boards are less than 15 percent women.