Fresh new brand campaign puts chartered accountants front and centre

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AUCKLAND, Friday: Chartered Accountants Australia and New Zealand (CA ANZ) launched its new brand campaign this evening, led by a prominent new TVC highlighting the difference Chartered Accountants offer small to medium sized businesses.

“The campaign brings to life how Chartered Accountants are a trusted, reliable voice, the tremendous value they offer and the difference they make to small to medium sized business owners across all aspects of their business,” CA ANZ Chief Marketing Officer Chelsea Wymer said.

The campaign reflects insights from an extensive research program, asking business owners across Australia and New Zealand about the challenges they face and their attitudes towards working with an accountant.

The research highlighted three top pain points for business owners: How to improve cashflow; how to grow the business and balance it with family time; and, should the business be moved online – is it worth the risk?

The campaign also addresses misconceptions that Chartered Accountants (CAs) are only for bigger businesses, are too expensive, or that their business is too small or not complicated enough to warrant the services of a CA.

Ms Wymer said there is a knowledge gap many small to medium sized business owners have in distinguishing between a regular accountant and working with a Chartered Accountant.


“These stories will be told from the perspective of an everyday business owner, highlighting common business problems and how their CA has helped them grow, transform or change.”

“Through the depth and rigour of their training and strong commitment to ethics, CA’s offer a unique perspective to businesses. They can drill down into the detail, but also have the ability to step back and look at the bigger picture, making a difference to businesses and communities.”

The Trans-Tasman campaign runs from 24 April to 27 June across several mediums including TV, catch up and on-demand TV, radio, podcasts, social media, and integrated content partnerships across print and digital.

The brand campaign will be complemented by a story campaign – showcasing CAs and their incredible stories – from 8 May to 12 June

“These stories will be told from the perspective of an everyday business owner, highlighting common business problems and how their CA has helped them grow, transform or change,” Ms Wymer said.

“CAs have a genuine care and concern for the communities in which they live and work and are regularly the quiet expert behind the scenes offering invaluable advice to help small businesses navigate tough situations.

“During the pandemic many CAs became unexpected heroes, helping thousands of businesses across Australia and New Zealand respond to uncertain, challenging business conditions amid often difficult personal circumstances.”

About Chartered Accountants Australia and New Zealand
Chartered Accountants Australia and New Zealand represents more than 131,000 financial professionals, supporting them to make a difference to the businesses, organisations and communities in which they work and live. Chartered Accountants are known as Difference Makers. The depth and breadth of their expertise helps them to see the big picture and chart the best course of action.


CAMPAIGN PARTNERS

Production: Mint Films
Director: Andrew Seaton
Media: Involved Media
Creative: Apparent Communications Pty Ltd


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