Ontario CA and mountaineer Gerry Holowachuk

"I’ve always waved a flag for Chartered Accountants – but never like this!"
– Ontario CA and mountaineer Gerry Holowachuk

TORONTO: March 30, 2004 – Breaking with tired stereotypes, striking new magazine and newspaper ads for Ontario Chartered Accountants feature a mountaineering CA on the stratospheric heights of an Argentinian peak.

CA Gerry Holowachuk’s expedition team captured the image at the summit of Ansilta Seven – a previously uncharted mountain in the Andes, in January 2004. Holowachuk, sponsored by the Institute of Chartered Accountants of Ontario, completed the feat to raise money for nutrition programs in Toronto District School Board schools.

He also planted a commemorative flag at the summit, to celebrate the Ontario CA profession’s 125th anniversary of service to the people and economy of this province. The photo was adapted for the existing Ontario CA ad campaign by Ogilvy & Mather.

"In our view, nothing captures the metaphor of CAs ‘at the summit of the accounting world’ better than this image," said Institute Vice President of Public Affairs Peter Varley. "At a glance, it strengthens pride in being a CA, public respect for Ontario’s CA designation in its 125th year, and the leadership role of Ontario’s 31,000 CAs in industry, public accounting, government and academic life."

The black and one-colour "summit" ads join a number of others in the series, also created by Ogilvy & Mather, that visually convey the value of a CA in finding business solutions, from tax planning, to strategic leadership, to doing business in international markets.

They also augment a series of radio spots that help to drive the same message – that Ontario CAs have been "Uncomplicating business since 1879."

This phase of the Ontario CA campaign kicks off this week with one-third page ads in both The Globe and Mail and The National Post, and will be followed up with full-page ads in a variety of leading magazines, including Maclean’s and Canadian Business, all through media buyer Wills & Co.

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For further information, contact
Peter Varley
(416) 969-4307