TORONTO, Sept. 29 /CNW/ - Certified Management Accountants of Canada (CMA
Canada) in partnership with TBWA\ & PHD Canada have launched phase two of
their new brand platform "Creative Accountants".
In a category where "creativity" has traditionally been associated with
accounting practices that may or may not follow the letter of the rules, CMA
has demonstrated that this is a category convention worth disrupting.
"We wanted to debunk the convention that "creativity" and "accountants"
can't go together. Phase 1 of our campaign this spring was to reclaim the word
'creative' which is a core value of the CMA program and cast it in a positive
light where it belongs alongside 'accountants'," says Sharon Armstrong, Vice
President, Marketing and Communications. "Phase 2 of our campaign is to
demonstrate what creativity means to business and why having a Certified
Management Accountant can be extremely beneficial for any organization."
The CMA brand campaign was first launched in the spring with a Public
Notice in television, radio, print, online and media arts inspired 'wild
postings' and garnered considerable attention across Canada in media coverage
and the business community. Phase 2 follows up this week with television,
print, online and a magazine outsert to CMA members.
"We knew showing business environments devoid of creativity in its
employees would resonate with our target," says Sharon Armstrong. "Having
employees hiding behind clichés or agreeing with everything the boss says was
a humourous way of driving home the importance of having a CMA in an
organization. The CMA discipline integrates strategy, management and
accounting to help produce terrific creative problem solvers unlike the people
you see in our commercials and may recognize in your own work environment."
National and Regional CMA bodies had been working together over a number
of years to distinguish the CMA designation in a cluttered and sometimes
confusing world of business and accounting designations. TBWA\ partnered with
CMA to help clarify and differentiate the CMA designation further, to increase
awareness, familiarity and excellent opinion of the CMA brand.
"TBWA\ has always professed that brands can't beat the competition by
following the rules of the competition. Brands that are able to outperform the
market usually do so by breaking the conventions of their market and plotting
a unique vision of the future," says Jay Bertram, President of TBWA\Toronto.
"We call this Disruption and our own proprietary Disruption process was
employed with the help of CMA to re-brand the CMA designation."
"There has been a great deal of interest in how this campaign is evolving
and we feel we have established a core truth for any organization," says
Sharon Armstrong. "Creativity is increasingly being identified as the single
most important ingredient of success in today's business landscape and that's
what is integral to the CMA discipline."
The Certified Management Accountants of Ontario is a self-governing
professional organization that awards the Certified Management Accountant
(CMA) designation to qualified candidates in Ontario. With some 24,000
members, CMA Ontario is an integral part of a profession that is 50,000
members strong across Canada and around the world. CMA Ontario maintains
rigorous standards of accreditation and professionalism in management
accounting to protect the public interest.
TBWA Worldwide (www.tbwa.com) creates disruptive ideas for global
clients, including Absolut, adidas, Apple, Beiersdorf, Henkel, Infiniti,
Masterfoods, McDonald's, Michelin, Nissan, Samsonite and Sony PlayStation.
TBWA was named Adweek's 2006 "Global Agency of the Year" and is one of the
fastest growing top-ten global agency networks. TBWA has 258 offices in 75
countries, and approximately 9,700 employees worldwide.
TBWA Worldwide is a part of Omnicom Group Inc. (NYSE: OMC)
(www.omnicomgroup.com). Omnicom is a leading global advertising, marketing and
corporate communications company. Omnicom's branded networks and numerous
specialty firms provide advertising, strategic media planning and buying,
direct and promotional marketing, public relations and other specialty
communications services to over 5,000 clients in more than 100 countries.
PHD Canada (www.phdca.com) is a leading media management company serving
the needs of advertisers, advertising agencies, and the media. With more than
two decades of strategic work, PHD Canada pioneered a belief that connecting
brands to consumers is just as important as getting the message right. PHD
Canada's media services include analysis, planning, research, buying,
administration, interactive media, direct response media, new media packaging,
media promotions, and regulatory consulting. The PHD network includes
Touche!PHD (PHD Canada's French arm in Quebec), OPera (negotiation), PHDiQ
(digital media division), PHD-i3 (research) and PHD Imprint (print buying
division). PHD Canada managed over $250 million of media spending in 2006 and
has won more Media Innovation Awards than any other media agency over the past
two years. PHD Canada is also a proud sponsor of Creativity and Innovation
For further information:
For further information: Sharon Armstrong, CMA, (416) 204-3118; John
Roumelis, TBWA\Toronto, (416) 260-4092