The FPA has hired Lindy Jones as its general manager of marketing to drive the association's new brand and advertising campaigns.
Jones has over 17 years' experience in business development and marketing roles in financial planning and funds management in Australia and overseas.
She most recently held a business development role at the United Kingdom's Co-operative Financial Services, an entity that offers financial advice, banking services, pensions, unit trusts and insurance.
Jones has also worked at Deutsche Bank in Europe and the UK as a marketing director, and launched Macquarie Bank's retail funds in London.
"Bringing Lindy on board at this stage marks the next logical step in our development and our continuing campaign to raise the professionalism, standing and profile of our members and our organisation," FPA chief executive Mark Rantall said.
"We're excited about the upcoming launch of the new FPA advertising campaign and we believe that someone with Lindy's credentials and wide-ranging industry experience will help us promote both the benefits of financial planning to the wider community and the advantages of seeking an FPA member when seeking advice."
The association is set to launch the first leg of its planned consumer advertising campaign in national and regional media in September.
The campaign would cost around $2 million to $3 million a year and last five years, Rantall said.
It is funded by member contributions and seeks to raise awareness among consumers that not all financial planners are the same and positions FPA members as advisers who are working to professional and ethical standards much higher than required by law.
The advertisements, developed by Sydney advertising agency Banjo, were expected to appear on free-to-air metropolitan, regional and national TV, in mainstream and regional newspapers and online throughout September, Rantall said.
"This campaign is critically important to our members, especially our 5800 certified financial planner professionals, who deserve respect and recognition for the very high standards they work to," he said.
"Just as important, though, it will provide consumers with a way to find a much-needed trusted adviser to manage their finances. Because of this, the campaign serves our members and the national interest in a powerful way."
