CFA Institute is an association of investment professionals. They wanted to enhance understanding of what the CFA (Chartered Financial Analyst) designation means -- especially in increasingly important markets such as China and India. Attaining a CFA charter demands a rigorous, years-long course of study; while insiders acknowledge it as the gold standard for financial analysts, increased awareness would help elevate CFA Institute itself to the position of global standard bearer.
Doremus found that CFA charterholders can be defined as much by their character as their abilities. We saw them as exemplifying four virtues: ethics, tenacity, rigor, and analytics. Through our global network, we brought the four-virtues message to China and India to promote awareness of the CFA designation and encourage enrollment in the program.
