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Adverts want to persuade entrepreneurs that accountants offer reliable, good-value advice.
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CA ANZ story-based TV campaign aims to reshape image
27 April 2022
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CA ANZ has begun an extensive ad campaign to bring the benefits of accounting professionals home to small-business owners.
The campaign is the result of an extensive research program that uncovered three of the most pressing issues facing business owners: how to improve cash flow; how to balance business and family; and how to move a business online.
“The campaign brings to life how chartered accountants are a trusted, reliable voice, the tremendous value they offer and the difference they make for small to medium sized business owners across all aspects of their business,” CA ANZ chief marketing officer Chelsea Wymer said.
In an aim to dispel the myth that chartered accountants are only suitable for larger, more profitable businesses, the campaign will also highlight a CA’s suitability for smaller, locally owned businesses.
The TVC features various small-business owners navigating the many challenges highlighted in CA ANZ’s research program, with an emphasis on how an accountant can help a small-business owner make “the right decision”.
CA ANZ’s general manager of brand, marketing and creative services Matt Franklin said the survey helped inform the ad direction: “The research revealed that many SMEs perceive that chartered accountants are exclusive to big business.
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“The campaign aims to address this misconception and position CAs as trusted business advisers for businesses of all sizes, not just large corporations, or that CAs are just someone you go only to at tax time. In fact, CAs are hugely beneficial at every stage of business.”
Ms Wymer said there was a knowledge gap many small- to medium-sized business owners had in distinguishing between a regular accountant and working with a chartered accountant.
“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 details, but also have the ability to step back and look at the bigger picture, making a difference to businesses and communities,” Ms Wymer said.
The campaign targets TV, radio, print, and digital, but it will also showcase accountants and their individual stories – a sharp difference from previous campaigns that relied heavily on informational content.
Running from 24 April to 27 June, the brand campaign will also be complemented by a story campaign – showcasing CAs and their stories – from 8 May to 12 June.
Ms Wymer said the CA showcase stories will be told from “the perspective of an everyday business owner” and how a CA has helped them “grow, transform or change.”
You can watch the video campaign here: https://www.youtube.com/watch?v=0zULBOnTKl0&t=1s
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