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November 2006 - Strategy Magazine
Creative

B2B gets its game on

by Annette Bourdeau
page 24

While the stereotypical bean counters may not have been picked first in gym class, the latest campaign from the Canadian Institute of Chartered Accountants positions accountants as potential star players for your business team.

Campaign creative, by Cossette B2B, features accountants in

play-making moves for sports like soccer, basketball and baseball, with the tag: "CAs do so much more." The execution is visually impressive, and will likely stand out among typically bland B2B ads.

"Each of the sports illustrated is a team sport...the CA plays an important role on the business [team]," explains Daniel McMahon, chair of the CA profession branding committee. "We want to shift perceptions - we're providing a broad-based range of professional services."

A website, caadvantage.com, features case studies highlighting how CAs have helped companies beyond accounting by also assisting with leadership, business insight and strategic thinking.

"We are facing some new challenges," says McMahon. "There is increasing competition among financial designation in the marketplace."

The campaign is running across Canada in both English and French, and includes print, TV, online and OOH.

client: Daniel McMahon, chair, CA profession branding committee

agency: Cossette B2B

VP/CDs: John Finn, Jim Garbutt, Roehl Sanchez

client services: Gillian Muise, Tammy Chiasson, Katie Beach, Dawn Whiteman

director: Patrick Solomon

producer: Kristen Wood

sound: The Eggplant

media: Katie Wolf, Jillian Wellard, Josee Otis

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