Arnold Worldwide announced today that its D.C. office has been selected as the agency of record to lead a branding and public awareness campaign for Certified Financial Planner Board of Standards, Inc. (CFP Board), a 501(c)3 non-profit. Online and offline media planning duties were awarded to MPG. Both agencies are part of Havas Worldwide.
“Many consumers are not sure who to trust with their financial planning, so one of our primary goals is to increase public awareness about CFP® certification and how CFP® professionals can help consumers achieve their life goals. We also hope that this campaign will generate interest in financial planners obtaining this prestigious mark of excellence,” said Kevin R. Keller, chief executive officer. “We looked at several agencies before selecting Arnold Worldwide as our strategic and creative partner. The agency has a history of proven success in the sector and we look forward to doing great work together.”
Initially, Arnold and MPG will partner with CFP Board on a robust research and strategy assignment to help determine how to best position the brand and raise consumer awareness, which may include traditional, social media and digital components.
“Partnering with CFP Board presents us with an exciting opportunity to help shape and amplify the message of an important brand to a wider audience,” said Karen Riordan, president of Arnold Worldwide’s D.C. office. “The organization is a valuable addition to our financial services client base, which includes Fidelity Investments and Huntington Bancshares. We will certainly leverage this experience to create the kind of strategy, branding, and creative work that will further elevate CFP Board’s profile.”
In addition to CFP Board, Arnold Worldwide’s D.C. office recently won agency of record duties from the National Journal Group. Both of these wins follow a steady string of new business awarded to Arnold Worldwide in recent months, including Aetna, Alberto Culver, CVS/pharmacy, Huntington Bank, Mike’s Hard Lemonade, New Balance and Panasonic.