Grand Rapids and Detroit, MI. – CFP Board, a nonprofit organization that sets and enforces standards for the CERTIFIED FINANCIAL PLANNER® certification, has selected Michigan’s leading corporate affairs and marketing agency , Lambert by LLYC, to execute a new national advertising campaign to encourage the future Gen Z workforce to explore a career as a CFP® professional.
Lambert by LLYC led creative development and production, as well as a digital-first media strategy that focuses on platforms most relevant to the Gen Z audience, including Spotify, Meta, TikTok, LinkedIn, Twitch and Snapchat. Billed as “Quite Possibly the Perfect Job,” the campaign uses a series of fantasy jobs, such as Professional Daydreamer, Chief Self-Care Officer, and Bubble Bath Sommelier, to attract college students and college-bound high school students before presenting a real-world career in financial planning as “Quite Possibly the Perfect Job.”
“CFP Board team came to us with a bold vision for a new workforce development initiative aimed at the toughest crowd in the room, ” said Kim Hoyle, Managing Partner at Lambert by LLYC. “It is a challenge that requires progressive ideas and inventive media plans, and we believe the resulting platform is one that will successfully attract a diverse and sustainable pipeline of future certified financial planners.
Lambert by LLYC, a PRNews Agency Elite Top 100 communications and integrated marketing agency, will lead the campaign’s marketing, advertising, media planning and buying, and content strategies—focusing sharply on the benefits of financial planning as a rewarding and impactful career choice that offers high salary, career satisfaction and work/life balance.
“The client embraced our concept and ran with it. They saw its emotional connection and resonance. They gave us, and our partners, full support and encouragement in producing the work,” said Chris Sadlier, Creative Director at Lambert by LLYC. “The insight was topical: now more than ever, people expect their dream jobs. Unfortunately, what they dream is not always a reality. This recruitment campaign plays off that unfortunate circumstance, reminding people that financial planning could be the dream career they seek.”
About Lambert by LLYC
Lambert by LLYC was founded in Michigan by entrepreneur and CEO Jeff Lambert and has grown to become the state’s leading integrated marketing agency. With offices in Grand Rapids, Lansing, and Detroit as well as talent hubs in three U.S. time zones, Lambert blends multicultural marketing, strategic communications, and business acumen. To learn more about Lambert by LLYC, visit www.Lambert.com.
About CFP Board
CFP Board is the professional body for personal financial planners in the U.S. CFP Board consists of two affiliated organizations focused on advancing the financial planning profession for the public’s benefit. CFP Board of Standards sets and upholds standards for financial planning and administers the prestigious CERTIFIED FINANCIAL PLANNER® certification — widely recognized by the public, advisors, and firms as the standard for financial planners — so that the public has access to the benefits of competent and ethical financial planning. CFP® certification is held by more than 100,000 people in the U.S. CFP Board Center for Financial Planning addresses diversity and workforce development challenges and conducts and publishes research that adds to the financial planning profession’s body of knowledge.