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BUNTIN, the new agency of record for CFP Board has launched a national public awareness campaign that dramatizes the importance of asking the right questions. The campaign, called “It’s Gotta Be A CFP®,” uses precarious situations to help highlight the importance of partnering with a trusted professional, especially when it comes to an individual’s finances.  

The campaign’s launch spot puts viewers on a bungee-jumping platform that’s dangling more than 300 feet above the ground. An instructor struggles to secure a jumper’s safety harness. With the harness somewhat secured, the jumper slowly shimmies his way to the edge of the platform. But one question for the instructor keeps running through his mind – are you qualified to do this? The jumper’s eyes slowly close. When they open, he finds himself sitting across the desk from a financial advisor. He asks one more question in hopes of calming his uncertainty – are you a Certified Financial Planner^TM?

“The best relationships always come down to trust and we’re thrilled that CFP Board has entrusted us to help identify new and innovative ways to increase awareness of the difference CFP® professionals can make in people’s lives,” said BUNTIN CEO Jeffrey Buntin, Jr.

“Raising brand awareness by way of an idea-driven, stand-out campaign that breaks through the category clutter and noise — now that’s a challenge we gladly accept,” remarked BUNTIN President and CCO Dave Damman. “‘It’s Gotta BE A CFP®’ is a cornerstone brand truth that we can build on, for years to come.”

"Increasing public awareness of CFP® certification as the standard for financial planning helps consumers understand the unique value that a financial planner with CFP® certification brings to the table,” says CFP Board CEO Kevin Keller, CAE. “BUNTIN’s extensive experience and success in the financial services and consumer markets is a great asset in helping us promote the importance of working with a CFP® professional.”

The national campaign launched on March 20 and features television, digital, social, search and streaming audio executions.

Campaign elements can be viewed at https://buntingroup.com/project/cfpb.