"Think CPAs are stuck in the past? Think again." is the premise of the brand-new CPA advertising campaign that has just kicked off across Canada.
Drawing on the approach of last year's very successful "boring" campaign, the 2019-2020 campaign aims once again to portray CPAs in a modern light. As key players in the business world, CPAs enjoy a reputation as leaders, positively influencing all sectors where their skills and expertise are utilized.
The portraits of seven CPAs are featured in television, print and digital ads and social media posts, which showcase their impressive range of interests, skills and community service, as well as their adherence to the highest standards of ethics. The advertising campaign highlights the faces of diversity, competence and innovativeness that are the hallmark of the Canadian CPA profession.
The campaign was developed by the CPA profession's national branding committee in partnership with the profession's agency of record, DentsuBos.
"This campaign features inspiring CPAs who come from diverse backgrounds and have a positive influence in many sectors of society. It shows us real faces and, by extension, the true nature of the profession today," says Lyne Lortie, Chair of the CPA Branding Committee and Vice-President of Public Affairs, Brand Strategy and Communications at the Quebec CPA Order.
"The passion, competencies and intelligence that CPAs bring to a number of economic sectors are effectively and eloquently illustrated. The faces that will be seen in this campaign are definitely faces that people won't forget," adds Lortie.