New ad campaign shows how CPAs navigate change and drive success

TORONTO, October 17, 2016

Canada’s Chartered Professional Accountants (CPAs) today launched a new national advertising campaign that clearly demonstrates the value the profession brings in helping organizations chart a course for success in an ever-evolving economy.

“CPAs are trusted, collaborative leaders and astute business strategists who have the ability to translate data into meaningful and successful business strategy,” explains Carol Wilding, chair of CPA’s Branding Committee and CEO of CPA Ontario. “The campaign outlines how CPAs anticipate the unexpected, make sense of complexity and analyze data to make business decisions that drive success.”

The new campaign includes television, online video, print, digital and social creative running in English and French across Canada. The captivating broadcast creative includes a visual thread of shots that feature CPAs at the centre of the rapidly changing business landscape and effectively harnessing technology and data for informed decision-making. The print, digital and social executions depict either an email, text or meeting request sent by “Change” illustrating its disruptive nature and the need for prompt, knowledgeable action.

Developed by DDB Canada, the campaign is based on brand positioning by Interbrand Canada with media buying and planning by PHD Canada. This is the first communications campaign the CPA profession has launched since partnering with the three agencies in June 2016.

“Business is changing faster than ever with new rules, new ways of thinking and new business models – all courtesy of technology,” says David Ross, creative director, DDB Canada. “The campaign highlights that with the new business landscape, comes a myriad of info and data that CPAs can leverage to make more informed and insightful business decisions.”

Those thoughts are echoed by Wilding: “Insight is the key to driving and developing strategy. The campaign reinforces the ability of CPAs to leverage their expertise and ethical fortitude to navigate through disruptive change.”

The campaign launched on October 17, 2016, and will run until March 2017. The CPA profession’s new “Navigating Change” campaign will also be reflected in a recruitment toolkit to enlist students across the country.

About Canada’s CPAs

The Chartered Professional Accountant (CPA) designation is now used by more than 200,000 Canadian professional accountants around the world. The Canadian CPA profession was created with the unification of Canada’s three legacy accounting designations (CA, CGA and CMA). CPAs are valued for their financial and tax expertise, strategic thinking, business insight, management skills and leadership.