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Canadian Institute of Chartered Accountants begins new campaign

The Canadian Institute of Chartered Accountants has begun a multimedia advertising campaign intended to depict the profession as "the people to turn to when the decisions really matter." The national campaign, developed by DraftFCB, is the latest phase of the organization's ongoing "Decision Matter" initiative. It consists of television and radio commercials, as well as billboards and a website at <>. The creative makes use of a montage of real-world situations that parallel a range of business scenarios. Media buying was handled by Wills & Co. Media Strategies. "We have launched this campaign to convey what makes the CA designation pre-eminent in the field of accounting," said Rod Barr, chair of the CA Branding Committee. "CAs are leaders in business with an unparalleled capacity for decision-making. As the ads point out, when you need to make a decision, a CA can help you make a better one."

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