Chartered Professional Accountants launch national advertising campaign

Sep 17, 2013, 06:00 ET from CPA Canada

TORONTO, Sept. 17, 2013 /CNW/ - Canada's accounting landscape is changing and the new Chartered Professional Accountant (CPA) designation takes centre stage in a bold, multi-media national advertising campaign being launched today.

The ads will heighten awareness about the new designation as efforts continue to unite Canada's accounting profession under the CPA banner. The advertising uses clever wordplay to create strong and positive impressions about the value CPAs provide to all types of organizations.

"A play on the 'Pro' in Chartered Professional Accountant is used to highlight the attributes of the designation, including CPA's broad business and accounting skills," explains Heather Whyte, vice-president, Strategic Communications, Branding & Public Affairs, Chartered Professional Accountants of Canada (CPA Canada). "The campaign advances the vision for CPA to become Canada's pre-eminent accounting designation and business credential."

Almost all of the accounting bodies representing Canada's professional accountants are committed to unification under the CPA banner.

"The timing is right for the campaign with significant progress being achieved in the unification effort," says Kevin Dancey, president and CEO, CPA Canada. "The framework on which the unification process is based includes a commitment to promote the CPA brand and we're delivering on that promise."

An integrated group of communications professionals from the accounting profession's legacy bodies developed the national CPA campaign with the strategic guidance and creative expertise of Toronto-based One Advertising and its partner agency, Reservoir, from Montreal.

"It's not every day you have the opportunity to be part of an historic campaign," says Michael Clancy, creative director, One Advertising. "We're truly honoured to be actively involved in the launch of the CPA designation as a new accounting landscape takes shape in Canada."

The $5-million campaign will be seen in various media — television, newspaper, billboards (airport) and online — and is targeted at the business community, the primary users of CPA services. Various elements will run to the spring of 2014 with online advertising and a campaign microsite ( running continually throughout that period.

"There also will be a 'spillover' benefit when it comes to recruitment efforts for the CPA Professional Education Program at post-secondary institutions across Canada this fall and next spring," says John Carpenter, chief executive officer, Alberta Accountants Unification Agency. "Future prospects will be encouraged to 'join the pros' playing off the national advertising campaign."

About CPA Canada

CPA Canada is the national organization representing the Chartered Professional Accountant (CPA) profession in Canada. The Canadian Institute of Chartered Accountants (CICA) and The Society of Management Accountants of Canada (CMA Canada) created the organization on January 1, 2013, to support unification of the Canadian accounting profession under the CPA banner. CPA Canada is responsible for providing services to CAs and CMAs on behalf of CICA and CMA Canada as well as to CPAs and CGAs participating in the unification effort. CPAs will serve the public interest across all sectors of the economy with integrity, sound ethical practices, disciplined regulation and proven strategic management and financial expertise. Accounting bodies representing almost 90 per cent of Canada's professional accountants are committed to unification or have already merged under the CPA banner.


Image with caption: "A national advertising campaign to heighten awareness about the new Chartered Professional Accountant (CPA) designation launches today, Tuesday, September 17, 2013. Print ads, such as this, are just one aspect of the multi-media campaign featuring television, newspaper, billboard and online elements. The campaign advances the vision for CPA to become Canada's pre-eminent accounting designation and business credential. (CNW Group/CPA Canada)". Image available at: