The Certified Financial Planner Board of Standards has hired a group of agencies to lead a branding and public awareness campaign to raise the profile of the board.

Arnold Worldwide’s Washington, D.C., office has been selected as the agency of record to lead the CFP Board’s branding and public awareness campaign, while Arnold’s sister agency, MPG, will be responsible for online and offline media planning duties. Both Arnold and MPG 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,” said CFP Board CEO Kevin R. Keller in a statement. “We also hope that this campaign will generate interest in financial planners obtaining this prestigious mark of excellence. 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 the CFP Board on research and strategy to help determine how to best position the brand and raise consumer awareness, which may include traditional, social media and digital components. Arnold Worldwide also has several financial services companies as clients, including Fidelity Investments and Huntington Bancshares.

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