For nearly a century, The American College of Financial Services has been the gold standard behind the industry’s most respected designations. Founded in 1927 by Solomon S. Huebner from Wharton to create the profession’s first credential—the Chartered Life Underwriter—the College has educated more than 200,000 financial professionals. But here’s what they haven’t done in all that time: talk directly to consumers. Until now.
Big Communications helped the College launch “Specialists Need Specialists, Too”—its first-ever national consumer campaign in nearly 100 years. The debut spot, “Sourdough Specialist,” draws an unexpected parallel between mastering sourdough bread and earning specialized financial designations. It’s warm, witty and refreshingly human for a category that usually defaults to seriousness.
The sourdough move
The creative makes a simple observation: people who perfect niche skills—like sourdough baking—understand the value of deep expertise. So why wouldn’t you want the same dedication when it comes to managing your money?
“In a category that often defaults to seriousness, we wanted to inject a sense of humanity and wit,” says Shannon Harris, Executive Creative Director at Big Com. “Finance is personal, and the right expertise should feel like it fits you.”
Rather than explaining what designations mean, the campaign makes you care that your financial professional has one. The insight honors both the complexity of finance and the personal situations clients navigate.
Why this matters now
The timing reflects a real shift. The industry is moving toward specialization, with advisors focusing on retirement income, tax planning, and behavioral finance. At the same time, trust in financial advice has become complicated. Fee transparency, AI tools, and finfluencers have consumers questioning where to place their trust.
The College’s move to speak directly to consumers acknowledges this moment. By raising awareness about specialized designations, the campaign helps consumers make better choices while simultaneously increasing visibility for advisors who’ve earned these credentials through The College.
“It’s an honor to partner with The College as they take this bold step forward and progress their legacy,” says Merry Michael Smith, VP of Marketing and Communications at Big Com. “Their commitment to excellence and education mirrors our own.”
Internal research shows 67% of consumers prefer the campaign. Not surprisingly, given that most financial services advertising sounds like it was written by a compliance committee.
What’s next
The debut spot launches a broader campaign that will roll out through next year. Additional executions will continue celebrating mastery—both personal and professional—while maintaining the accessible tone that makes the work stand out.
For an institution that’s spent nearly a century building the profession through education, making the leap to consumer-facing communication is historic. But when the work feels this clear and grounded, it doesn’t read like a departure. It feels like The American College of Financial Services finally found its public voice.
Learn more
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