Planners give thumbs up to CFP Board's ad campaign

Sep 16, 2011 @ 4:56 pm

By Evan Cooper

So far, so good seems to be the attitude of certified financial planners regarding the CFP Board's five-month old public awareness campaign.

"People are liking it," said Michael Kitces of the Pinnacle Advisory Group in Columbia, Md., who said that planners should view the program more as an effort to increase awareness than to generate leads.

"The commercials and ads give planners a sense of pride; this is something that the Board should have been doing a long time ago," said Mr. Kitces, who is attending the Financial Planning Association's Experience 2011 conference in San Diego, Calif., where the CFP Board updated the press on the campaign.

Mark Carroll, a certified financial planner with Prudential Insurance in Lexington, Ky., said that the CFP Board's addition of a new print ad -- one that says there is no such thing as having one's finances on autopilot -- and the underwriting of programs on National Public Radio also are positives.

"I haven't seen a reaction among clients or prospects yet, but I think the program is a good idea," he said.

Another fan who says it is too early to judge the results of the program is Timothy Knotts of the Hogan-Knotts Financial Group in Red Bank, N.J.

"I hadn't seen the television commercials until this week here in San Diego," he said. "I was told that it was decided to run some commercials here in conjunction with the FPA meeting."

Mr. Knotts said he has been showing the commercials and the print ads to his clients to renforce the message that professional financial advice is valuable.

"The public doesn't know what CFPs are, so the campaign is a wonderful idea because it will drive more people to the mark," said John Comer, a certified financial planner in Plymouth, Minn., whose eponymous firm advises planners on issues of client communications and interaction.

Lewis Walker of Walker Capital Management Corp. in Norcross, Ga., said he can't tell whether the campaign is working or not yet, but on balance it's "a good thing."

"I haven't picked up any of the buzz from the campaign, but I wouldn't criticize it because it creates awareness." he said.

Separately, Mr. Walker was honored at Thursday evening's opening session of the FPA conference when he received the organization's P. Kemp Fain Award for this contributions to the financial planning profession. The P. Kemp Fain, Jr. Award recognizes an FPA member who has made outstanding contributions to the financial planning profession in the areas of service to society, academia, government and professional activities.

0
Comments

What do you think?

View comments

Recommended for you

RIA Data Center

Use InvestmentNews' RIA Data Center to filter and find key information on over 1,400 fee-only registered investment advisory firms.

Rank RIAs by

Featured video

INTV

Surprises when reporting on Morningstar

Assistant managing editor Susan Kelly speaks with senior columnist John Waggoner about the interesting discoveries he found in speaking with the analytics giant.

Latest news & opinion

Morningstar evolving well beyond its origins analyzing mutual funds

Led by CEO Kunal Kapoor, firm is moving way past ratings — and financial advisers are paying close attention.

Ex-Edward Jones broker sues former firm, alleging racial bias

Complaint alleges the firm's policies limit African-Americans' 'income and advancement opportunities'

Piwowar defends SEC's best-interest rule

SEC commissioner says the Department of Labor rule set up an 'unworkable, impossible set of standards for people to comply with.'

RIA in a Box acquired by private equity firm Aquiline Capital

New owners plan more growth for the software service provider.

IBDs with the most female reps

Here are the 10 independent-broker dealers that have the most female reps.

X

Hi! Glad you're here and we hope you like all the great work we do here at InvestmentNews. But what we do is expensive and is funded in part by our sponsors. So won't you show our sponsors a little love by whitelisting investmentnews.com? It'll help us continue to serve you.

Yes, show me how to whitelist investmentnews.com

Ad blocker detected. Please whitelist us or give premium a try.

X

Subscribe and Save 60%

Premium Access
Print + Digital

Learn more
Subscribe to Print