Canada's Chartered Accountants Launch New "Decisions Matter" Ad Campaign

    TORONTO, Jan. 9 /CNW/ - The Chartered Accountants of Canada are kicking
off the New Year with a new multi-tiered brand advertising campaign that
focuses on the critical decision-making role that CAs play within
    "Decisions Matter" is a campaign designed to strengthen the CA
profession's identity and expand the recognized benefits of CAs beyond their
traditional expertise.
    "As the world gets more complex and competitive, so does decision-making
and the impact decisions have on organizations," said Kevin Dancey, FCA,
President and CEO of the Canadian Institute of Chartered Accountants (CICA).
"These new ads position CAs right where they belong - as the most valued
professionals an organization can trust to help make decisions."
    Each ad in the campaign first portrays a fantasy world where decisions
are almost magically easy, thanks to various whimsical devices that remove the
need for judgment, skill, integrity, knowledge or analytical ability. They
capture how wonderful it would be if decisions really could be made this
easily. The ads then switch to the real world, reminding audiences that CAs
have the talent and integrity it takes to make the right decisions.
    A dedicated website provides tangible evidence
that CAs add value by offering further information about the critical
decision-making role that CAs play within organizations, highlighting their
key attributes, and presenting profiles of leading CAs across the country.
    The "Decisions Matter" campaign was created by DraftFCB. The ads are
being placed where business people and decision makers will see them:

    -   10 second and 30 second TV commercials
    -   business-relevant magazines like Les Affaires and the Canadian
        edition of The Economist;
    -   radio advertising in major markets on business-relevant programming;
    -   large boards at airport departure lounges in Toronto, Vancouver,
        Montreal, Calgary and Halifax;
    -   targeted online advertising on business-relevant websites, including
        Report on Business ( and La Presse Affaires

    "The new campaign shows that CAs appreciate the importance of decisions
as well as the weight of responsibility that comes with making them," said
Daniel McMahon, FCA, Chair, CA Branding Committee and President and CEO of the
Ordre des comptables agréés du Québec. "The ads reinforce the fact that CAs
possess talent, integrity and expertise that set them apart from other
    Full details about the current campaign are available at and

    The Canadian Institute of Chartered Accountants (CICA), together with the
provincial, territorial and Bermuda Institutes/Ordre of Chartered Accountants,
represents a membership of approximately 74,000 CAs and 10,000 students in
Canada and Bermuda. The CICA conducts research into current business issues
and supports the setting of accounting, auditing and assurance standards for
business, not-for-profit organizations and government. It issues guidance on
control and governance, publishes professional literature, develops continuing
education programs and represents the CA profession nationally and
internationally. CICA is a founding member of the International Federation of
Accountants (IFAC) and the Global Accounting Alliance (GAA).

For further information:

For further information: or to arrange an interview, contact: Tobin
Lambie, Manager, Media, CICA, (416) 204-3228,

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Canadian Institute of Chartered Accountants

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