MSQ Selected by CFA Institute as Global Marketing Agency of Record

CFA Institute, the world’s leading association for investment professionals, has selected MSQ as agency of record for its global marketing efforts.

We’ll now develop and execute an integrated global marketing strategy with CFA Institute, spanning advertising, media, demand generation, customer experience, martech and analytics across all key markets.

The integrated pitch kicked off in Q3 2021 and was handled by marketing consultants R3. The pitch involved a number of global agencies.

There are currently more than 175,000 CFA charterholders worldwide, operating in 160 countries. We’ll work alongside CFA Institute and its new PR agency, Porter Novelli, to attract a new generation of investment professionals. The group will also focus on driving demand for the CFA Program, a three-part exam that tests the fundamentals of investment tools, valuing assets, portfolio management and wealth planning, along with its Certificate in ESG investing and other key programs. 

We will run the CFA Institute account out of our North America office, with support from our experts in the UK, India and China. MSQ North America was established last year, with the hiring of Deloitte Digital’s Aaron Lang as President and Justin Cox as Chief Strategy Officer.

Lang said: “CFA Institute is an organization that provides its candidates and members with the very highest standards, and we’re delighted to be working with the team on defining its next chapter in marketing. At MSQ we offer a truly joined-up global approach to help brands get closer to their customers, and we’ll draw on some of the very best specialists working in the US, Europe and Asia to help CFA Institute do just that.”

The CFA Program curriculum is recognized around the world for providing candidates with a foundational and professional competence in investment analysis, portfolio management and wealth planning. The organization is a champion of ethical behavior in investment markets and a respected source of knowledge in the global financial community.

Michael Collins, Managing Director and Chief Marketing Office at CFA Institute said: “CFA Institute and our stakeholders have an immense opportunity today to lead and influence financial education and professional standards. With this opportunity comes the exciting challenge of changing and evolving our organization. The marketing team is energized and inspired by MSQ’s agile, integrated and customer-centric approach to our marketing strategy and execution and excited to realize the impact of our partnership.”

CFA Institute’s appointment marks the latest in a long line of key wins for MSQ as the group expands its international presence. Recent global appointments have included AXA Investment Manager, Clarins, Juniper Networks and Visit Britain. Meanwhile, in the US, MSQ has won new business from Dartmouth, Spark Foundry, Laika and Canada Dry, and has also expanded its relationship with Nasdaq.

Peter Reid, Global Chief Executive of MSQ, says: “We are really delighted to have been chosen by CFA Institute to develop a new, global partnership. It is another great validation of how MSQ’s data and tech-enabled, integrated creative and media model offers businesses a more agile, flexible and, ultimately, effective approach for building a brand and recruiting customers in today’s digital world. We can’t wait to get going.”