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Ontario accountants conduct campaigns

The Toronto-based Certified General Accountants of Ontario has begun a new television advertising campaign called “Name Your Need.” The campaign, which is aimed at employers, consists of three 15-second commercials intended to illustrate the value that CGAs add to a business organization. Each ad focuses on a different sector: manufacturing, construction and distribution. This is the first time in seven years that the organization has used a full TV campaign. “For the last few years we used closed captioning, but the time has come to again expand on CGA Ontario’s message,” said Delmarie Scherloski, director of public affairs for the organization. “So we’ve brought back TV ads, this time in an entirely new format that embraces our two-year old ‘Name Your Need’ branding initiative.” The commercials will air on CBC, CTV and Global in Ontario until February, supported by print ads in The Globe and Mail and the National Post. The creative was developed by Clique Communications, while media buying was handled by Media Dimensions. An accompanying website located at <>, was designed by Cundari SFP.

In related news, the Toronto-based Institute of Chartered Accountants of Ontario has added radio advertising in that province to an ongoing national television and print campaign. The overall “CA Advantage” campaign, conducted by the Canadian Institute of Chartered Accountants, broke in September. The Ontario organization will release a series of sports-themed radio ads on Oct. 23. The campaign will run until the first week of December, then run again from January to March. “These radio ads are designed to augment the national ‘CA Advantage’ brand advertising campaign consisting of magazine, TV, airport and elevator screen placements nationwide,” said Peter Varley, vice-president of public affairs at the Institute of Chartered Accountants of Ontario. “Each of the radio ads profiles an actual CA leader from the world of sports, consistent with the national campaign's message that you need a CA on your team.” The radio campaign was created by Ogilvy & Mather. The national campaign was developed by Cossette.

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