Every Specialist Needs a Specialist in American College of Financial Services Campaign

For nearly a century, The College has been offering training and designations in financial services, both educating for the designations and ensuring their credibility. But now, for the first time in its history, the e-learning institution is launching a consumer advertising campaign to raise public awareness about the value of hiring financial specialists for specific needs.

To bring this campaign to life and inspire consumers to seek out financial specialists with the right designations for their specific needs, The College worked with Big Com.

The ‘Sourdough Specialist’ is the first spot of the ‘Specialists Need Specialists, Too’ campaign, a broader campaign designed to honour not only the complexities of finance but also the personal complexities the audience is navigating. The campaign’s goal is to make people pause, reflect, and reconsider what specialised financial expertise really means.

To stand out in the financial services landscape, the spot leans into playfully clever metaphors that highlight the value of working with a financial professional whose designations align with each individual’s unique needs. This spot draws a parallel between the dedication it takes to perfect a niche skill and the focus required to earn specialised designations from The College. It’s a celebration of mastery, both personal and professional - with more to come as the campaign continues next year.

"In a category that often defaults to seriousness, we wanted to inject a sense of humanity and wit,” said Shannon Harris, executive creative director of Big Com. “Finance is personal, and the right expertise should feel like it fits you."

The TV spot is the first in a broader campaign which marks The College’s first national advertising campaign. The new campaign serves two purposes: it drives awareness to the specialisation The College offers to consumers, and it functions as a benefit to College designees in good standing who can receive further visibility.

“It’s an honour to partner with The College as they take this bold step forward and progress their legacy,” said Merry Michael Smith, vice president of marketing and communications at Big Com. “Their commitment to excellence and education mirrors our own, and together we’re excited to help consumers recognise the true value of specialized financial expertise.”