CA Advertising: At the Summit of the Accounting World

"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

Printed on Wed, May 16, 2012 - 2:47:15 EDT
http://www.icao.on.ca/MediaRoom/MediaReleases/2004mReleases/1009page1476.aspx

© 2012 Institute of Chartered Accountants of Ontario