Creative Planning, an Overland Park, Kan.-based registered investment advisor with $780 billion in client assets across the U.S. and Europe, has appointed a new chief marketing officer to enhance its global brand as a full-service wealth manager. Ovi Vitas, who previously held a similar role at AmeriLife, will succeed Nick Jacobson, who left in August to explore other opportunities. Vitas shared on LinkedIn his enthusiasm for joining Creative Planning, praising its remarkable growth, differentiated client approach, and potential for broader brand reach.
Vitas brings a unique blend of consumer brand marketing experience to the role, having served as chief brand and digital officer for Marriott Vacations Worldwide and global marketing director for Reebok. Earlier, he held leadership positions at Warner Bros., Electronic Arts Sports, and Time Warner. His background contrasts with Jacobson’s 25-plus years in financial services marketing, offering a fresh perspective for Creative Planning’s brand evolution.
A Strategic Hire for Growth
Creative Planning CEO Peter Mallouk praised Vitas’s track record in building brands and marketing organizations, particularly during growth and transformation. At AmeriLife, Vitas established and scaled a centralized marketing setup, a skill Mallouk sees as vital for Creative Planning’s U.S. and international expansion. Mallouk highlighted Vitas’s ability to merge consumer marketing expertise with financial services experience, aligning with the firm’s ambitions.
The firm has been aggressively expanding, acquiring London-based MASECO LLP in March, adding 123 employees and over $5 billion in assets under management. This followed the purchase of Switzerland-based Baseline Wealth Management, which managed around $1 billion in assets. These moves solidify Creative Planning’s position as the largest privately-held RIA in the U.S., with a growing European presence.
Building a National Brand
Mallouk has long aimed to position Creative Planning as a national brand, capable of competing with wirehouse firms. This includes launching a major national advertising campaign in 2019. During the Wealth Management EDGE conference in June, Mallouk reiterated his commitment to private ownership while emphasizing brand growth. The firm’s strategy reflects a broader trend in the RIA sector, where aggregators are increasing brand awareness.
For instance, Corient, with $572 billion in global assets, has targeted both consumers and business owners in recent ads. LPL Financial, the largest independent broker/dealer, featured actress Anna Kendrick in a consumer-focused campaign last year. Creative Planning’s focus on brand recognition is particularly aimed at high-net-worth clients, leveraging Vitas’s expertise in scaling marketing across complex organizations.
The firm offers a coordinated approach to wealth management, integrating investments, tax strategy, estate planning, and trust services under one advisory relationship. This model addresses the evolving needs of its growing client base. Mallouk emphasized that Vitas’s skills will be invaluable as the firm expands its wealth management services.
About the Author: Alex Ortolani, a New York-based senior reporter with Wealth Management, covers deals, moves, and trends in the RIA space. In addition to financial and business reporting, he has worked in media relations and corporate communications for tech firms and Fortune 500 companies.