New ads highlight Chartered Accountants expertise in tax planning, public accounting

Updates successful CA: Nothing Less Campaign

Toronto, Ontario (February 2, 2006) - The Institute of Chartered Accountants of Ontario has launched new variations of its highly successful CA: Nothing Less image advertising campaign, aimed at showcasing the profession's preeminence in the fields of tax planning and public accounting. Starting in February, a colourful print and outdoor ad and two new radio spots will build upon the buzz created by the first wave of CA: Nothing Less ads in 2005.

"The Institute of Chartered Accountants of Ontario launched this new variation of the CA: Nothing Less campaign because we want to reinforce that the CA designation denotes unparalleled experience and skills in the fields of taxation and public accounting," said Peter VarleyVarleyVarley, the Institute's Vice-President Public Affairs. "Once again, the Institute is using vibrant New Yorker magazine-style illustrations in the print and outdoor ads, paired with innovative radio spots to illustrate the scope and depth of CA financial expertise."

These new CA: Nothing Less ads include:

"Tax Time": Timed for the advent of tax season, the "Tax Time" magazine ads and billboards remind the marketplace of a CA's unrivalled expertise in tax planning. The unmistakable message of the ad - featuring a downcast taxpayer facing a tax department's hand extended for a "hand-out" - is that CA-led tax planning ensures that you can keep more of your own hard-earned money. An accompanying radio spot augments this message, while encouraging listeners to think of a tax refund as "an interest-free loan to the government" that points to the type of poor financial management a CA could help you avoid.
Public Accounting: New radio ads highlight the profession's 127-year preeminence in public accounting in Ontario.

The new tax planning and public accounting additions to the CA: Nothing Less campaign build on an image advertising program, developed by Ogilvy & Mather, that is now widely acknowledged for its striking visuals and clear and compelling messages that have broken through the "clutter" of today's media environment.

Just as important, they have served the CA profession well in the course of challenging old stereotypes, by presenting an image that is vibrant, youthful and innovative, while reinforcing the integrity, independence, and high standards and international recognition that distinguish.

Note: The new "Tax Time" print, outdoor and radio ads are available on the Institute website (www.icao.on.ca) starting February 6.

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 qualification and the enforcement of its rules of professional conduct. The Institute website is: www.icao.on.ca.

-30-

For more information please contact:

Perry Jensen
The Institute of Chartered Accountants of Ontario
416-969-4271
1-800-387-0735 ext. 271
pjensen@icao.on.ca