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CPA Canada breaks national campaign

Toronto-based Chartered Professional Accountants of Canada has begun a national advertising campaign intended to raise awareness of its new chartered professional accountant designation. The campaign includes television, newspaper, airport billboard and online advertising. The creative, aimed primarily at the business community, makes use of word play to illustrate the value an accountant holding the designation can bring to an organization. A new website at CPApro.ca has also been launched as part of the initiative. The $5 million campaign was developed by One Advertising of Toronto in association with Reservoir of Montreal. It will run until the spring of 2014.

"A play on the 'pro' in chartered professional accountant is used to highlight the attributes of the designation, including a CPA's broad business and accounting skills," said Heather Whyte, vice-president of strategic communications, branding and public affairs at CPA Canada. "The campaign advances the vision for CPA to become Canada's pre-eminent accounting designation and business credential."

Chartered Professional Accountants of Canada is a national organization representing the profession. It was launched by the Canadian Institute of Chartered Accountants and the Society of Management Accountants of Canada at the start of this year with the intent of unifying the Canadian accounting profession under the one banner.

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