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Kristin Lichtenauer of Nortel:
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Charles Schwab

The Challenge:

Given that women are making much of the money and most of the purchasing decisions it follows that they have what it takes to make the investment decisions, too. In fact, science has proven women are "natural born investors."

The Solution:

A campaign that served as both invitation and encouragement to do what comes naturally. Women responded (and are still responding) to the cheeky, girl-power tone.