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____ Wednesday September 9, 2015 ____



Professional accountants are “the right fit for business”: New CPA national advertising campaign

TORONTO – Canada’s Chartered Professional Accountants (CPAs) today launched the third wave of a nation-wide advertising campaign emphasizing the attributes that CPAs bring to the business world.

The new campaign, running September 7 to December 21 and then January 11 to the end of March 2016, leverages a jigsaw puzzle theme to demonstrate the value proposition that CPAs bring to business. The new tagline “the right fit for business” demonstrates that CPAs are multifaceted – they bring financial expertise to an organization and contribute to its overall direction and performance.

“Our new campaign is a natural evolution of the ‘Pro’ or ‘Professional’ creative concept that launched the new Canadian CPA profession in 2013,” says Heather Whyte, vice-president of Strategic Communications, Branding and Public Affairs at CPA Canada. “It has strengthened awareness of the value of the designation and the profession during the first two waves of the annual ad campaign.”

Whether bringing together insight on strategy, vision, finance, clarity or other business essentials, CPAs see the bigger picture and help organizations of all sizes and in all sectors achieve their vision.

“Our new campaign cleverly illustrates that CPAs are leading financial and business experts that organizations can count on for success,” adds Whyte.

The ad campaign will cover print, television, digital and out-of-home advertising. It will be seen across the country at airports, including Toronto Pearson International and Billy Bishop airports in Toronto, Montreal, Vancouver, Calgary, Edmonton, Ottawa, Winnipeg and Halifax. A television commercial, set to air on September 21, bridges the past campaign with the current campaign by incorporating the jigsaw theme using the word ‘Professional’.

The campaign was developed by CPA Canada in partnership with Montreal-based advertising agency, Reservoir.

“The CPA brand rapidly established itself as one of the most dynamic within Canada’s business community,” says Simon Boulanger, a partner at Reservoir. “The jigsaw campaign allows us to extend and reaffirm such a leadership position for the profession. Not only is the brand perceived as both solid and credible by businesses and organizations, it is also a source of pride among members and students.”

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