Creative Accountants campaign begins.
Certified Management Accountants of Canada has begun a new branding campaign using the tagline, "Creative Accountants." According to the organization, the initiative is an attempt to take a phrase that is generally used negatively and give it a positive meaning. "The CMA discipline integrates strategy, management and accounting to help produce terrific creative problem solvers," said David Fletcher, vice-president of public affairs for the organization. "This is about people, not a criminal practice. It's about reclaiming the word 'creative,' which is a core value of the CMA program, and casting it in a positive light where it belongs. It was important at this juncture to clarify and enhance our core brand essence and take our brand positioning to a new level. We feel we have communicated a core truth of the CMA discipline and are uniquely positioned in the marketplace to appeal to today's leaders." The campaign consists of television, radio, print and online advertising, as well as other promotional materials. The creative takes the form of a "public notice" which purports to advise the public of the significance of creative accounting.