CFA Institute

Maintaining a high-profile personal brand online


CFA Institute, the global association for investment management professionals, seeks to promote the highest standards of ethics, education, and professional excellence for the ultimate benefit of society. Living was tasked with building the visibility of the CEO & President through LinkedIn & X, with campaign messaging that underpinned the values of this membership organisation.

Over the four years we’ve been working with CFA, the objective was to demonstrate leadership and accessibility, by enhancing Margaret Franklin’s (Marg)  social media influence. This would then bolster the relevance of her voice with the industry, regulatory and government peers, while increasing the attractiveness of its charter to new candidates.

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Living works alongside CFA Institute’s corporate communications team to produce written, visual, and video content. With a new master brand at play, we reimagined Marg’s social content strategy, including the look and feel in alignment with the organisation’s updated brand pillars (certify, learn, network and insight) to convey key messages.

In addition to static posts, video also plays a critical part in Marg’s accessibility online as we look to build authenticity and build trust. They help to underpin the ‘know, like and trust’ factors, offering the audience connection on a deeper level. The video content typically addresses significant CFA Institute announcements, including the launch of CFA initiatives and reports or addressing wider global initiatives.

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Regardless of post type, the audience is always the global community of investment professionals. In addition, specific messaging will target particular subsets, including CFA members and charterholders, future CFA Program candidates and certain regional audiences. The messaging consistently remains relevant to professionals truly engaged in the field and their careers.

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We have adopted a tone of voice for Marg that is designed to influence, inspire, create dialogue, and foster a sense of community, with industry peers, CFA members and candidates, globally.

Marg’s leadership is consistently acknowledged and celebrated by many of her 65,000 followers on LinkedIn and her commentary receives regular endorsements from fellow CFA members.

Since our campaign started just over four years ago, Marg’s followership has increased by over 1,200% (from 5,000 to 65,000 as of April 2024), with that number continuing to grow, every single day. And, as an influential voice in financial services, in late 2023, Marg was approached directly by LinkedIn and invited to contribute her opinion within their financial articles as. LinkedIn Top Voice.

Our work has also been recognised by the Financial Communications Society in North America, winning prestigious FCS Portfolio Awards for the past five years for the best organic social media campaign, as well as Digital Impact and Corporate Content Awards.

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