CFA Institute is the global association of investment professionals. Its 95,000 members come from within the global financial community.
Once awarded the CFA charter, these individuals are mandated to uphold the highest standards in ethics. They demonstrate tenacity, rigor and analytics in their pursuit of professional excellence. These valued traits are especially important in financial markets, an environment which is complex and often volatile.
Print and online elements of the campaign feature charterholders from around the world: Gary Brinson, CFA; Abby Joseph Cohen, CFA; William H. Donaldson, CFA; David Fuss, CFA; Martha Obendorfer, CFA; Jane Shao, CFA; Linda Stumpf, CFA and Philip Wu, CFA.
A global media plan will launch in The Economist and the Financial Times, as well as on their websites.
The goal of the integrated campaign is to raise awareness and understanding of the virtues associated with individuals who achieve the CFA designation, and to target the groups who would benefit from working with a CFA charterholder, namely employers, high net worth individuals, regulators and key influencers in the global financial markets.
“CFA Institute charterholders go the extra mile in life, and this is reflected in their decision to study for accreditation with all the intellectual rigor and integrity it requires,” said Peggy Eisen, CFA, managing director of marketing and communications for CFA Institute. “The individuals we profile in the new campaign are well known examples of ethics, tenacity, rigor and analytics … virtues that are always in demand within the financial industry.”
Howard Sherman, President, Doremus, said, “It’s a privilege for Doremus to be involved in communicating the CFA Institute message to the world. Our goal is to make CFA Institute a touchstone for the entire financial community, and what these charterholders symbolize should be recognized and applauded.”
Chief Creative Officer: Michael Prieve
Creative Directors: Michael Prieve and Evelyn Neill
Copywriters: Evelyn Neill and Howard Van Lenten
Interviewer: Evelyn Neill
Art Directors: Michael Prieve and Laura Forde
Photography: Francois Dischinger
Illustrator of Virtues book: Sara Singh
Account Management team: Jane Lauterback, Alison Arons and Eliza Waterman
Doremus specializes in delivering compelling solutions for clients with complex communications challenges. Doremus became Agency of Record for CFA Institute in October of 2007.
About CFA Institute
CFA Institute is the global association of investment professionals. CFA Institute administers the Chartered Financial Analyst® (CFA®) and Certificate in Investment Performance Measurement (CIPM) curriculum and exam programs worldwide; publishes research; conducts professional development programs; and sets voluntary, ethics-based professional and performance-reporting standards for the investment industry. CFA Institute has more than 95,000 members, who include the world’s 82,000 CFA charterholders, in 134 countries and territories, as well as 135 affiliated professional societies in 56 countries and territories.
Doremus is a specialist in a world of generalists. With offices in New York, San Francisco, London, Hong Kong and Singapore, it specializes in business communications, helping companies to grow. Doremus does this by leveraging a unique understanding of its clients' target audiences … taking the complex and making it compelling through intellect, insight, ideas and impact. BtoB magazine named Doremus the “top agency” in business communications for 2007.
Doremus is a part of the Omnicom Group Inc. (NYSE: OMC). Omnicom is a leading global advertising, marketing and corporate communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, interactive, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.