New Campaign Position CPAs as Being on the Right Side of Change | AdStasher

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New Campaign Position CPAs as Being on the Right Side of Change

DDB Canada helps demonstrate how CPAs can provide the insight organizations need to succeed Canada’s Chartered Professional Accountants ...

DDB Canada helps demonstrate how CPAs can provide the insight organizations need to succeed

Canada’s Chartered Professional Accountants (CPA) has launched a national advertising campaign to motivate business leaders to hire CPAs as valuable thought leaders and decision-makers who can have a direct impact on their business’ success. The CPAs Master Change direction is a strategic evolution from last year’s campaign, and helps to strengthen CPAs’ point of difference, expertise and relevance to organizations and business leaders.

“Last year’s campaign succeeded in positioning CPAs as navigators of change who can help drive business success,” explains Carol Wilding, chair of CPA’s Branding Committee and CEO of CPA Ontario. “This year, our objective is to build on the previous campaign by drawing inspiration from the world around us, both past and present, and showcase CPAs’ ability to help businesses thrive during turbulent climates as masters of change”.

The English and French campaign by DDB Canada’s Toronto and Montreal offices demonstrates how CPAs have the insight and perspective to find the right solutions for complex business problems. The creative includes the TV spot, Record Label, which highlights an industry that has undergone profound change, and uses hindsight to travel back in time at a critical juncture, showing the difference a CPA could have made.

Out-of-home, print, digital and social executions ask tough, thought-provoking and timely questions around the changing business landscape and directs viewers to AskCPAs.ca to learn more. Topics covered in the creative include machine learning, climate change and ride-sharing, among others that are transforming business models across all industries.

“By associating the CPA brand with these relevant business topics, we illustrate that CPAs are current with the realities businesses face today and they provide the insight organizations need to succeed in this consistently changing landscape,” says Paul Wallace, executive creative director, DDB Canada Toronto.

The campaign is running in English and French across Canada and includes a sponsorship with CBC Dragon’s Den and integration with Télé-Québec Indice McSween. The campaign launched on September 18, 2017 and will run until the end of March 2017 with PHD Canada responsible for media buying and planning.

The CPAs Masters Change direction is also reflected in promotional materials that include aspirational headline-driven concepts that focuses on the key career benefits of becoming a CPA.


About Canada’s CPAs
The Chartered Professional Accountant (CPA) designation is now used by more than 200,000 Canadian professional accountants around the world. The Canadian CPA profession was created with the unification of Canada’s three legacy accounting designations (CA, CGA and CMA). CPAs are valued for their financial and tax expertise, strategic thinking, business insight, management skills and leadership. To learn more visit: https://www.cpacanada.ca/

About DDB Canada

DDB Canada is the most creatively acclaimed, internationally recognized marketing communications agency in Canada. The agency was named 2015 Digital Agency of the Year by strategy magazine and was ranked #2 agency in Canada by the Gunn Report in 2015. Known for advertising that generates significant results for clients, DDB Canada is a "total communications company" whose fundamental belief is that creativity is the most powerful force in business. DDB Canada has offices in Vancouver, Edmonton, Toronto and Montreal. The agency's integrated marketing disciplines include: public relations, event management, digital, social, mobile, branding, design, direct response, CRM and shopper marketing.


CREDITS

Agency: DDB Canada
Chief Creative Officer: Cosmo Campbell
Executive Creative Director: Paul Wallace
Associate Creative Director: Allan Topol
Copywriter: Arjang Esfandiyari / Sann Sava (French)
Art Director: Emmanuel Obayemi / Mélissa Charland (French)
Agency Producer: Lorrie Zwer / Annick d’Auteuil (French)
Account Team: Emily Steeves, Jamie Maxfield, Jacques Blanchet
Strategy: Tony Johnstone
Production Company: Soft Citizen
Director: The Perlorian Brothers
Executive Producers: Eva Preger, Link York, Rob Burns
Director of Photography: Bobby Shore
Line Producer: Merrie Wasson
Post-Production Company: Saints Editorial
Editor: Stephen Sora
Editor Assistant: Christopher Chang
Online Editor: Eric Perrela, Online editor
Mike Bishop, Online Flame Artist
Colourist: Wade Odlum, Alter Ego
Audio House: Boombox Sound
Casting Agency: Jigsaw Casting
Talent: Shasta Lutz, CDC

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One,1,teasers,6,technology,494,Teeboween,1,teen skincare,1,Telkom,2,Tennis,1,Terani Couture,1,Terminex,1,Tesco Ireland,1,Thailand,1,The Audition,1,the Big Chicken,1,the community,1,The Diver,1,The Economist,2,The Garden,1,The Great British Bake Off,1,The Handoff,1,The Heist No One is Talking About,1,the hobbit,2,The Layzell Bros,1,THE LIFESTORE,1,The Musician,1,The Obvious Choice,1,The Rolling Stones,1,The Supporting Act,1,The Three Bears Breakfast Cooking Show,1,The Ting Tings,1,The Trash Isles,1,The Vodka Family,1,THEY,1,Things Unlimited,1,This Is Our Ice,1,Thums Up,1,Tiger Woods,3,Tim and Charlie,1,Tim Tebow,1,Timberland,1,Timeless Classic Ads,10,Timer,1,Tina Fey,1,Tm Batt,1,TMF Travel,1,TMW Unlimited,4,TMX Group,1,tobacco ads,1,Tom Brady,1,Tommy Hilfiger,1,Tony Stewart,1,top 10,3,Top 11,8,Toronto,46,Toronto Crime Stoppers,1,toshiba,4,TOTO,1,Toyota,38,Training Shoe,1,Travel & Tourism,70,Treats 4 Toys,1,trendy,171,Tribal Worldwide,1,TRIDENT GIRLS,1,Tropicana,3,troy polamalu,6,Try 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AdStasher: New Campaign Position CPAs as Being on the Right Side of Change
New Campaign Position CPAs as Being on the Right Side of Change
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AdStasher
http://www.adstasher.com/2017/10/new-campaign-position-cpas-as-being-on.html
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