WASHINGTON: The Certified Financial Planner Board of Standards hired Powell Tate as its PR AOR to support advocacy communications and an advertising public awareness campaign.
The organization's first consumer awareness campaign will launch in April. In November, it hired Arnold Worldwide to serve as the advertising AOR on the campaign.
Kevin Keller, CEO of the organization, said it is a $40 million-plus, four-year paid advertising campaign that is supported with PR.
Powell Tate was awarded the work after an RFP process that lasted almost two months. The board looked at several DC agencies that also had a NY presence, said Dan Drummond, director of PR.
Powell Tate is already currently working to put together support plans for the April campaign.
“We'll look to grow awareness for the organization and the crucial role CFP certification plays in financial planning,” said John Files, SVP at Powell Tate. “And I think there is a vibrant story to tell – this is a trusted organization, with a terrific leadership team and thousands of experienced financial-planning professionals who are dedicated to meeting the specific needs of American consumers.”
The initiative will also include localized and trained spokespeople that have a CFP certification, Keller said.