CFA Societies Australia today launched a ‘Difference that Matters’, a fully integrated, multi-channel advertising campaign to promote industry professionalism through the adoption of the Chartered Financial Analyst (CFA) designation. The campaign targets the investment management community and members of the financial services community who have stewardship of other people’s money.
The campaign aims to build a better investment management profession and share the importance of hiring CFA charterholders, the most rigorously trained and proven industry professionals into financial services in Australia.
‘A Difference that Matters’ directly reflects the vision of CFA Institute to build and lead the investment profession globally by promoting the highest standards of ethics, education and professional excellence for the ultimate benefit of the community.
Mr Phil Graham, CFA, Presidents’ Council Representative for CFA Institute APAC and Partner and Deputy Chief Investment Officer, Pacific for Mercer, said no credential was as widely regarded in the global financial industry as the Chartered Financial Analyst designation for its rigorous focus on current investment knowledge, analytical skill and ethical standards.
“As an association of like-minded individuals, the greatest acknowledged strength of CFA has been its ability for nearly 70 years to establish, manage and sustain the highest standard of technical excellence and market integrity of any such group globally,” Mr Graham said.
According to Mr Anthony Serhan, CFA, President CFA Society Sydney and Managing Director, Research Strategy, Asia-Pacific at Morningstar, community demand meant professionalism in the industry would have to evolve in the coming years but that it was not, as yet, consistently defined or even recognized across capital markets throughout the world.
“Building a stronger, more trustworthy investment management profession requires bold leadership and a renewed commitment to the highest standards of practice, and this is what our campaign is about, said.
“Any of our 132,000 CFA charterholders worldwide will tell you they add the CFA designation after their names because those letters represent a proven understanding of investment management, a commitment to ethics and always putting the interests of the financial system’s beneficiaries first. All of which contribute to the integrity and credibility of their organisations.”
The ‘Difference that Matters’ campaign launched today with print and media advertising nationally and with billboards in Sydney, Melbourne, Brisbane and Perth.
Source: CFA Societies Australia and New Zealand
