Chartered accountants begin CA Advantage campaign
By Adnews Staff
The Toronto-based Canadian Institute of Chartered Accountants will begin a new national advertising campaign today called “CA Advantage.” The campaign, which uses the tagline “CAs do so much more,” is intended to highlight the benefits of chartered accountants to business and other organizations in Canada. “Canadian CAs are CEOs, CFOs, chairs, directors, treasurers and other prominent members of the broader business community, including public institutions and not-for-profit organizations in Canada,” said Kevin Dancey, president and CEO of the institute. “Yet many people do not think of CAs in these roles. With this new ad campaign and the broader branding program that supports it, we will change perceptions.” The campaign, which includes broadcast, print, Internet and out-of-home advertising in English and French, was developed by Cossette Communication Group. One television commercial depicts a baseball game in progress. As the game becomes more intense, a man in a business suit enters the field and makes a game-ending double-play. In the second ad, a woman in a suit scores the winning goal at a soccer match.