Navigating change through the ever-changing economic landscape

Navigating change through the ever-changing economic landscape

CPA Canada has launched its new branding campaign, focusing on how CPAs across the country, including Alberta, can help businesses – small and large – navigate change.

The campaign focuses on the idea that: “The world of business is constantly changing. Companies need to stay one step ahead of change. Luckily there are a group of people that have the right answers.”

And exactly who are those people?

They’re each and every CPA. Armed with the tagline, “Ask a CPA,” the campaign emphasizes that CPAs have the knowledge, experience and education to deal with change and the current, and likely future, uncertainty in the global environment.

“CPAs today are more than ready to face the demands of an ever-changing world. They are value creators, trustworthy advisors and leaders in good business across different industries,” notes Joy Thomas, president and CEO, CPA Canada. “CPAs are equipped with the knowledge, the skills and the expertise needed to succeed in a world that demands anticipation of the unexpected. And so we ask, “Are you on the right side of change? Ask a CPA.”

The “Navigating Change” campaign targets business leaders and decision-makers with the goal of raising awareness of, and creating demand for, CPAs.

Featuring TV ads, billboards, print and social media, the campaign will run from now until April. Messages will also be found in online videos, display and digital ads across Canada, including sponsored partnerships with the Globe and Mail and CBC’s Dragon’s Den.

This campaign follows several of the profession’s public awareness campaigns, which began in 2013 with the advertising campaign that played in the prefix “PRO” as a synonym for professional -with PROgress, PROductivity and PROfitability demonstrating the skills, commitment and vision of Canadian CPAs, and distinguishing the profession from all other business designations.

That campaign was followed by asking “Need a PRO?”, diving deeper into the meaning of the word “professional” and the attributes that define professionals who hold the CPA designation. In the years that followed, the focus shifted away from awareness to understanding as “The right fit for business” campaign launched, which included a mind teaser based on puzzle pieces.

More information on the campaign can be found on the CPA Canada website.

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