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Kevin R. Keller

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CFP Board Launches New Awareness Campaign

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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.”

The campaign, according to CFP Board, “will highlight high-risk situations and the feeling of uncertainty and then contrast those scenarios with the confidence and security one feels when working with a qualified professional.”

All ads will feature the tagline “It’s Gotta Be a CFP” and will drive consumers to the website to find a CFP professional.

The CFP Board will run TV ads on networks including ABC, CBS, CNN, Fox News, MSNBC, the Golf Channel, ESPN, HGTV and the Food Network, through May 21.

In addition to the television ads, the campaign includes streaming video on Prime Video, Hulu, HBO Max, Apple TV and Roku, among other platforms, as well as radio ads that will also air through May 21.

Search engine marketing and social media advertising will continue throughout the year, CFP Board said.