The Certified Financial Planner Board of Standards announced Monday the launch of its new public awareness campaign, “It’s Gotta Be a CFP,” which will include national broadcast and cable network television ads as well as a mix of advertising in various media channels, including streaming TV, streaming audio and digital venues.
The CFP Board said it has named Nashville-based BUNTIN Group as its new advertising agency of record. The firm developed the new campaign and is helping execute CFP Board’s strategy.
The paid media campaign comes in at more than $12 million, the board said, bringing the total CFP Board ad campaign investment over the past decade to approximately $150 million.
The “It’s Gotta Be a CFP” campaign targets individuals aged 35 to 64 who are the primary decision-makers in managing their personal finances, according to CFP Board.
“This year marks the 50th anniversary of CFP certification, and we are excited to launch this new public awareness campaign, working with BUNTIN as our new ad agency of record,” said CFP Board CEO Kevin Keller in a statement. “By raising consumer awareness of CFP certification as the standard for competent and ethical financial planning, we reinforce the message that CFP professionals help more Americans achieve their financial goals.”