Ontario chartered accountants break awareness campaign
By Adnews Staff
The Institute of Chartered Accountants of Ontario, based in Toronto, has begun a new campaign to raise awareness of the profession. The year-long campaign, called "CA: Nothing Less," includes print, outdoor and radio advertising created by Ogilvy & Mather. The creative is intended to illustrate the range of experience possessed by chartered accountants. The print ads and billboards display copy such as, "CAs speak many different languages, including bank" and "Only hindsight has better vision than a CA." The magazine ads will run in Maclean's, Canadian Business, National Post Business, Report on Business, MoneySense and enRoute. The outdoor campaign will make use of 330 faces. Radio commercials will air in large Ontario markets. Media buying was handled by Wills & Co. Media Strategies. "The institute launched this campaign to convey what makes the CA designation pre-eminent in the field of accounting in a way that is meaningful and yet simple," said the organization's president, Brian Hunt. "That meant differentiating ourselves with messages that are bold and clear. We think [the campaign's] vivid colours, simple graphics and captivating 'thought lines' will serve us very well today and in the future."