New Ad Campaign : CPAs Navigate Change and Drive Success
NOTES & NEWS
New Ad Campaign : CPAs Navigate Change and Drive Success
On October 17 , 2016 , CPA Canada launched a new national advertising campaign that demonstrates how CPAs help organizations chart a course for success in an ever-evolving economy . As described by Carol Wilding , FCPA , FCA , chair of CPA Canada ’ s Branding Committee and president & CEO of CPA Ontario , “ The campaign outlines how CPAs anticipate the unexpected , make sense of complexity , and analyze data to make business decisions that drive success . It reinforces the ability of CPAs to leverage their expertise and ethical fortitude to navigate through disruptive change .” The new campaign includes advertising via television , online video , print , digital , and social media , running in English and French across Canada . The broadcast creative includes a visual thread of shots that feature CPAs at the centre of the rapidly changing business landscape , effectively harnessing technology and data for informed decision-making . The print , digital , and social executions depict either an email , text , or meeting request sent by “ change ”— illustrating its disruptive nature and the need for prompt , knowledgeable action . Developed by DDB Canada , the campaign is based on brand positioning by Interbrand Canada , with media buying and planning by PHD Canada . This is the first communications campaign the CPA profession has launched since partnering with the three agencies in June 2016 . “ Business is changing faster than ever with new rules , new ways of thinking , and new business models — all courtesy of technology ,” says David Ross , creative director of DDB Canada . “ The campaign highlights that with the new business landscape comes a myriad of info and data that CPAs can leverage to make more informed and insightful business decisions .” The campaign will run until March 2017 . The CPA profession ’ s new “ Navigating Change ” campaign will also be reflected in a recruitment toolkit to enlist students across the country . To learn more about the campaign , visit CPAsNavigatingChange . ca .
Above : A still from one of the campaign ' s television ads . Below : A full-page print ad .
9:00 MONDAY
Change
Hey Ben , I ’ m about to send the market into a nosedive .
SLIDE TO READ
1 min ago
Change doesn ’ t always go your way .
Nope , it ’ s a disruptive force . But it does send millions of tiny messages before its arrival : Data . CPAs analyze the data and identify patterns to make informed , insightful decisions that can change the fortunes of your business .
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CPAsNavigateChange . ca
16 CPABC in Focus • Jan / Feb 2017