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Chartered accountants break new campaign

The Toronto-based Canadian Institute of Chartered Accountants has begun a new advertising campaign promoting the decision-making functions chartered accountants fill in various organizations. The campaign, called "Decisions Matter," consists of 10- and 30-second television commercials, print ads in business magazines, radio advertising during business programming, billboards at airports in Toronto, Vancouver, Montreal, Calgary and Halifax, as well as online ads at business news websites. The creative depicts situations in which decisions are made by fantasy machines instead of people. The ads direct consumers to a new website at for more information. "As the world gets more complex and competitive, so does decision-making and the impact decisions have on organizations," said Kevin Dancey, president and CEO of the institute. "These new ads position CAs as the most valued professionals an organization can trust to help make decisions." The campaign was developed by DraftFCB.

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