TORONTO, Oct. 12, 2018 /CNW/ - Debunking the myth of the "boring" accountant is the theme of this year's Chartered Professional Accountant national advertising campaign. Designed to shift perceptions, it emphatically and humorously refutes the CPA as a "pencil-pusher" stereotype.
Developed by the Canadian CPA profession and its new advertising agency, DentsuBos, the $5-million, multi-media campaign creatively illustrates the diverse range of roles that CPAs play.
"The stereotype is addressed head on and promptly turned upside down," explains Sébastien Rivest, Chief Creative Officer DentsuBos Canada & General Manager of DentsuBos Montreal. "This provides an effective platform from which to demonstrate the real-world impact and value of Canadian CPAs."
The professionals showcased in this campaign range from business advisors in Canada's C-suites to mould-breaking entrepreneurs making a difference around the world. "Vivid examples of CPAs' ingenuity and impact will be on display," says Carol Wilding, CEO of CPA Ontario.
"The message is clear: CPAs are Canada's pre-eminent accounting and business professionals – no matter what the business," stresses Heather Whyte, a senior vice-president with CPA Canada.
While the campaign is primarily focused on reaching Canada's business leaders, another goal is to strengthen CPAs' pride in their designation. The hope is that many CPAs will see their own accomplishments reflected in this campaign.
"The campaign profiles dynamic CPAs who are shattering the 'boring' stereotype every day," adds Sébastien. "It kicks off with a high-energy TV spot and also will include multiple print, out-of-home and online video examples of the exciting and sometimes unconventional roles that CPAs play."
To learn more about the campaign, visit: https://youtu.be/lsUvn8haefo.
About Canada's CPAs
The Chartered Professional Accountant (CPA) designation is used by more than 210,000 professional accountants around the world. Canadian CPAs are valued for their financial and tax expertise, strategic thinking, business insight, management skills and leadership. Canadian CPAs serve in senior roles in Canada and abroad and are recognized as having the highest standards of professionalism and integrity. They work in all sectors of the economy: public practice, industry, government, not for profit and academia. cpacanada.ca
DentsuBos is a bicultural agency that offers a full range of marketing communications services from its offices in Montreal and Toronto. For 30 years, the agency has contributed to the success of numerous local and international brands thanks to its ability to impact the collective imagination through strategic and creative campaigns. A member of the Dentsu Aegis Network since 2012, DentsuBos uses powerful planning tools to provide solutions tailored to each of its clients on a daily basis. www.dentsubos.com
SOURCE CPA Canada
For further information: Perry Jensen, Media Relations Manager, Chartered Professional Accountants of Canada, Telephone: 416-204-3941, Cell: 647-807-4798, Email: firstname.lastname@example.org Or: Andrée-Anne Martel, Directrice de comptes | Accounts Director, DentsuBos, Telephone: 514-656-5924, Cell: 514-726-5800, Email: Andree-Anne.Martel@dentsubos.com
About CPA Canada The new Canadian designation, Chartered Professional Accountant (CPA), is now used by Canada's accounting profession across the country. The profession's national body, Chartered Professional Accountants of Canada (CPA Canada), is one of the largest in the world with more than 190,000 members, both at home and abroad. The Canadian CPA was created with the unification of three...