The Toronto-based Canadian Securities Institute (CSI) is putting the spotlight on success stories rather than the bad apples of the Canadian financial services industry with a new campaign called Faces Behind the Letters.
“The media tends to play up these cases of advisors who are a bit unscrupulous and that tends to taint the whole industry,” says Marshall Beyer, senior director, CSI, in Toronto. “Rather than [focusing on] the negativity in the media, here’s a chance to showcase individuals who have shown leadership, excellence and professionalism.”
The campaign, which will run nationally between October 2013 and January 2014, is intended to put a human face to the industry through a variety of outlets including social media, such as through Twitter at #AdviceforAdvisors, and interviews of designation holders available on YouTube.
Currently there are three videos available for viewing featuring individuals holding the Personal Financial Planner (PFP), Chartered Investment Manager (CIM)and Fellow of the Canadian Securities Institute (FCSI)designations.