Date posted: 21/09/2018 4 min read

Highlighting how CAs are steering business to success

A new brand campaign kicks off this week designed to demonstrate the value CA members in practice provide to business.

In Brief

  • New campaign drives SMEs to connect with their local CAs.
  • The multi-media campaign will run across Australia and New Zealand in metro cities and regions.
  • Well-known Australian TV personality Ross Greenwood is getting behind the campaign.

Driving the business behind your business” – that’s the key message behind the new brand campaign being launched by Chartered Accountants Australia and New Zealand (CA ANZ).

This campaign is pitched at the more than three million small-to-medium enterprises (SMEs) located across Australia and New Zealand.

The campaign’s key theme is that the expertise and trusted advice of a CA can be the critical ingredient that allows SMEs to reach their full potential. And to ensure it hits the mark, we road-tested the messaging among members in practice.

The campaign runs from across Australia and New Zealand from mid-September to December 2018. You can hear our ads and contenton the Macquarie Radio and Southern Cross Austereo networks in Australia, and across a variety of stations in New Zealand to ensure national coverage.

Other media will be used too including billboards, print, digital advertising on news and business websites, online video and public transport. Taken together it means the CA designation will benefit from extensive promotion across metropolitan and regional areas.

Find A CA
A 2018 campaign billboard

Some of the campaign highlights include:

The Network with Ross Greenwood

Well-known Australian finance guru Ross Greenwood will host a series of The Network podcasts on the Macquarie Radio Network. Featuring a CA providing expert advice on the challenges that SMEs face, the podcasts are a great way to showcase the skills and value that CAs bring to a business.

Listen to The Network

The Network is a new podcast series hosted by financial expert Ross Greenwood.

Listen now

Stuff SME Month

October will see CA ANZ sponsor a Stuff.co.nz feature focusing on SMEs in New Zealand, SMEs vastly outnumber large businesses in New Zealand making this a rich market for CAs. The feature will connect the CA designation to news and information that will help business owners meet upcoming challenges and take advantage of future opportunities.

With a focus on driving SMEs to connect with their local CA, we’re confident our new campaign will resonate with SMEs in your area and support the growth of your own business.

Brand Video

The brand video centres on a thriving business environment and tells the story of the how CAs 'drive the business behind your business'. The business park features a wide range of industries, demonstrating the diverse businesses that our members serve.

The video will play across On Demand TV on channels such as networks 7, 9, 10 and SBS in Australia, and TVNZ and NZME in New Zealand. The video will also appear on Facebook and LinkedIn via targeted placements.