It’s Gotta Be A CFP.
Creative Oversight • Radio • Television • Website • Digital • Rich Media • Swag • Events
The CFP Board needed a fresh way to break through the noise of self-proclaimed “financial gurus” and endless financial advice online, so I got to work. As the only fiduciary-certified professionals, the brand already had a powerful point edge, it just needed a voice people would actually remember. There was a huge opportunity to usher the brand into a more modern era of advertising, messaging, and public awareness.
To cut through the clutter, we leaned into comedy paired with sharp brand clarity, launching the slogan “It’s Gotta Be a CFP®” alongside three national TV spots that were funny, smart, and memorable. This was an ambitious creative campaign in the organization’s history, backed by its largest media investment to date. The work repositioned CFP® professionals as the trusted choice in an overcrowded category while giving the brand a much more recognizable and culturally relevant voice.
