Advertising Initiatives Building awareness around the world

Advertising in Market Now

Global Brand Awareness Campaign — Future of Finance
For Blogs and the Enterprise site

A revitalized global campaign supporting our brand and the Future of Finance initiative runs now through the end of this fiscal year on social media and global industry sites, such as BBC, Bloomberg, The Economist, Reuters, and more. This campaign promotes the mission of CFA Institute and represents all of our programs — the CFA Program, CIPM Program, and the Claritas Investment Certificate Program.

Eight members of our community participated in an intensive, three-day interview and photo shoot session in New York City. They are featured in video spots as well as digital and print creative. The resulting collateral focuses on real CFA charterholders, a CIPM professional, and a Claritas Investment Certificate holder who bring the you to “The Future of Finance Starts with You” message.

Fiscal Year 2014 Advertising Campaigns

Claritas Awareness Campaign

The Claritas awareness campaign promotes the Claritas Investment Certificate, our newest self-study education program, designed to give anyone working in financial services a clear understanding of the investment industry and their professional responsibilities within it. The campaign was developed to generate awareness and to increase engagement among the Business-to-Business marketing advocates and choosers as part of an integrated effort to drive leads and program registrations.

Digital advertisements will run in bursts for a total of six weeks from 9 December 2013 through 2 March 2014. Advertisements will be featured on websites such as Barron's, LinkedIn, and Finance Asia across North America, the United Kingdom, and Asia Pacific.

Certificate in Investment Performance Measurement (CIPM) Advertising Campaign

The CIPM campaign relaunched this fall to continue creating awareness of the program and engagement among our Business-to-Consumer audiences as part of an integrated effort to drive leads and program registrations for the April 2014 exam.

Print and digital advertisements will run from 25 November 2013 through 31 January 2014 in the United States and Canada. Advertisements can be found in several publications such as the Financial Advisor and the Journal of Accountancy, as well as on websites such as SeekingAlpha and FundFire.

New Charterholder Recognition Campaign


CFA Institute recently welcomed the 2013 class of new charterholders and employed a global, integrated approach to publically recognize their accomplishment, which included a new landing page and a global advertising campaign featuring the newest charterholders. A new landing page went live on 6 November 2013 and will feature the 2013 charterholders through the fall.

A print advertisement was located in the 9 November 2013 Worldwide Edition of The Economist, and digital advertisements were located on various publications’ websites, including The Economist, Wall Street Journal, Financial Times, and Globe & Mail and on social media sites such as Twitter, Facebook, Linkedin, and Sina Weibo.

Asia-Pacific Career Guide Campaign

The CFA Institute Asia-Pacific Career Guide is a unique publication that focuses on helping young professionals and university students chart careers in the region’s finance and investment industry.

From mid-November 2013 through mid-March 2014, online advertisements will be used to generate awareness of the CFA Institute Asia-Pacific Career Guide among target audiences in the Asia-Pacific region.