CFA Institute Research Challenge // Positioning, Branding, Campaign Development
Where greatness found a platform.
Our strategy, positioning, and campaign development transformed a student competition into a touchstone for the industry’s future.
CFA Institute, a global institute of investment professionals, holds an annual competition that provides university students with mentoring and intensive training. The Research Challenge was losing relevance and being relegated to “just another student competition.”
Amidst a range of positioning and messaging strategies emerged a larger opportunity for The Research Challenge to become an exemplar of support for tomorrow’s industry leaders, centering around the notion of greatness on all levels, from the participating students to the financial experts. The tagline “Greatness Happens Here” and the heroism it embodies has resonated so strongly, it is now a core message in several communications.
