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BRANDS
Hose Monster
CFA Institute
CFA Society Atlanta
Tyson Chicken

PROJECTS
Video

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CFA Institute: “Let’s Measure  Up”

Challenging the investment management industry to uphold the high standards set by CFA Institute and its 145,000 charterholders

CREATIVE DIRECTOR: ROb jameison; SR. copywriter: Damon LockEtt; ART Director: Conor fleming
Artist: Paul Wearing (COmmissioned by Ogilvy Chicago)

My work with CFA Institute bridged my career transition from public relations specialist to creative copywriter. From the earned media side, I helped shape the narrative foundation that would eventually become CFA Institute's "Let's Measure Up" global brand platform. After raising my hand to the brand team, I then brought that vision to life through localized creative campaigns aimed at raising ethical standards in the investment management profession.

  • Media Relations: Secured coverage in top-tier finance publications WSJ, Forbes, HuffPost, ThinkAdvisor
  • Thought Leadership: Developed story angles alongside SMEs in “storymining sessions”
  • Content Creation: Authored long-form journalistic content and professional profiles
  • Strategic Messaging: Crafted pitch materials that would later inform brand messaging


BRAND ACTIVATION  ->