Certified General Accountants of Ontario

Certified General Accountants of Ontario

October 17, 2007 15:42 ET

New Ads Beat True with Certified General Accountants at Their Heart

Twenty-two headlines and pictorial tableaus, featuring 57 CGAs, comprise the various plots and casts of new campaign

TORONTO, ONTARIO--(Marketwire - Oct. 17, 2007) - The Certified General Accountants of Ontario is pleased to announce the start of its new ad campaign, "Name a Business/Name Your Need," on the CBC, CTV and Global television networks (October 2007 to March 2008), plus banner ads in the Globe and Mail and National Post (October 2007 to May 2008). Plot lines include, "You can bank on a CGA," CGAs help enterprises take off," "CGAs make a healthy contribution," and "CGAs advertise success."

Although similar in tone to the highly successful ad campaign that launched in the mid-1990s, this is a new-style ad created for the association, with the "narrative" taking only 15 seconds and the 22 headlines (different for each ad) telling various stories of success. The featured CGAs-names and faces, positions and companies-provide the plot. The copy also speaks to the happy ending in career choice, demonstrating that the 57 "cast members" hold positions such as CEO, CFO or VP at major companies and institutions.

"Because our own members speak most effectively to their capabilities, we've featured CGAs in this campaign," indicates Delmarie Scherloski, director of public affairs for CGA Ontario. "By direct example, CGAs demonstrate the diversity of the work they undertake in every sector of the province, and the value CGAs bring to their employers and clients. The 'Name Your Need' tagline supports the premise that whatever need is named-in accounting and finance, business and strategic management-there is a CGA who can fulfil it."

The commercials air across the provincial television networks on the programs most watched by the key 25-to-54 demographic, indexed to owners, managers and professionals. This is the target market for the Certified General Accountants' message. Programs selected have a high concentration of these adult viewers and include such stalwart shows as CTV News, The Grey Cup, Law and Order and CSI, as well as new shows Back to You (with Kelsey Grammar) and Dirty Sexy Money (with Donald Sutherland). The campaign is expected to reach 86 per cent of the target audience, an average of 18 times. TV commercials are supported by a series of print ads in The Globe and Mail and the National Post.

Samples of the TV commercials and newspaper ads can be viewed from CGA Ontario's website banner, as well as from http://www.cga-ontario.org/contentfiles/publications_promotions/adcampaign0708.aspx.

Creative for the Name a Business/Name Your Need campaign developed by Clique Communications; media buy executed by Media Dimensions.

The Certified General Accountants of Ontario is a self-governing body, which grants the exclusive right to the CGA designation, and controls the professional standards, conduct and discipline of its members and students in the province of Ontario. Broadly and deeply competent, certified general accountants (CGAs) are committed to meeting the needs of their businesses and organizations with strategic insight, leadership and demonstrated know-how. In Ontario there are more than 18,000 CGAs and approximately 9,000 students working towards achieving the CGA designation. Our charity of choice is Big Brothers Big Sisters of Canada and its affiliate agencies across Ontario.

Certified General Accountants. Name Your Need.

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