Change as a constant theme in new CPA Canada ad campaign

Canada's Chartered Professional Accountants (CPAs) yesterday launched a new national advertising campaign that demonstrates the value the profession brings in helping organizations chart a course in the presence of constant change.

The new campaign includes television, online video, print, digital and social creative running in English and French across Canada. The broadcast creative includes a visual thread of shots that feature CPAs at the center of the rapidly changing business landscape. They are showcased harnessing technology and data for informed decision-making whether in print, digital and social, etc. the ad illustrates the disruptive nature of change and the need for prompt, knowledgeable action.

Developed by DDB Canada, the campaign is based on brand positioning by Interbrand Canada with media buying and planning by PHD Canada. This is the first communications campaign the CPA profession has launched since partnering with the three agencies in June 2016.

"Business is changing faster than ever with new rules, new ways of thinking and new business models - all courtesy of technology," says David Ross, creative director, DDB Canada. "The campaign highlights that with the new business landscape, comes a myriad of info and data that CPAs can leverage to make more informed and insightful business decisions."

"Insight is the key to driving and developing strategy. The campaign reinforces the ability of CPAs to leverage their expertise and ethical fortitude to navigate through disruptive change," said Carol Wilding, chair of CPA's branding committee and CEO of CPA Ontario

The campaign will run until March 2017. The CPA profession's new "Navigating Change" campaign will also be reflected in a recruitment toolkit to enlist students across the country as well.

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