CA: Nothing Less - Ontario Chartered Accountants launch ground-breaking ad campaign

Toronto, Ontario (May 9, 2005) – "CA: Nothing Less" is the message of a new ad campaign designed to enhance awareness of the Chartered Accounting profession, while reinforcing the integrity, independence, high standards and international recognition that distinguish CAs. Colourful New Yorker-style illustrations in the print and outdoor ads are paired with innovative radio spots to illustrate the scope and depth of CA expertise.

"The Institute of Chartered Accountants of Ontario launched this campaign to convey what makes the CA designation pre-eminent in the field of accounting in a way that is meaningful and yet simple," said Institute President and CEO Brian Hunt, FCA. "That meant differentiating ourselves with messages that are as bold and clear as the slogan ‘CA: Nothing Less’."

The campaign print ads and billboards offer simple statements, such as "CAs speak many different languages, including bank" and "Only hindsight has better vision than a CA." Reactions from CAs and members of the business community have been enthusiastic, with comments ranging from "fresh" and "unique" to "powerful" and "attention grabbing."

Over the next 12 months, the campaign will be seen or heard by 90 per cent of the business leaders in Ontario an average of 17 times. Magazine ads will run over 30 times in high-profile publications such as Maclean’s, Canadian Business, National Post Business, Report on Business, MoneySense and enRoute. There will be 330 outdoor placements as well as radio spots in major markets across Ontario.

Building on extensive research, the Institute teamed with ad agency Ogilvy & Mather and media buyer Wills & Co. Media Strategies to produce an attention-getting campaign that will stand out in the clutter of today’s media marketplace.

"This campaign is designed to raise and enhance the profile of the CA designation," said Hunt. "We think its vivid colours, simple graphics and captivating ‘thought lines’ will serve us very well today and in the future. After all, the business community expects nothing less."

The print and radio ads are available on the Institute Web site (www.icao.on.ca) starting May 9.

About the Institute of Chartered Accountants of Ontario:
The Institute of Chartered Accountants of Ontario is the qualifying and regulatory body of Ontario’s 31,000 CAs and 3,500 CA students. Since 1879, the Institute has protected the public interest through the CA profession’s high standards of quali.cation and the enforcement of its rules of professional conduct. The Institute Web site is: www.icao.on.ca

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For more information please contact:
Perry Jensen
Associate Director of Media Relations
The Institute of Chartered Accountants of Ontario
Direct: 416-969-4271
Toll free: 1-800-387-0735, ext. 271
E-mail: pjensen@icao.on.ca