Certified General Accountants of Ontario

Certified General Accountants of Ontario

October 19, 2006 17:06 ET

Certified General Accountants Ask Employers to "Name Your Need"

After a seven-year break Certified General Accountants return to TV with three, 15-second ads

TORONTO, ONTARIO--(CCNMatthews - Oct. 19, 2006) - Certified general accountants returned to television this week, asking employers to consider what their businesses need. Do they need Thriftier? Sooner? Fresher? No matter what the need, the ads aim to demonstrate that certified general accountants are integral to the process of adding value to every organization, in every sector, with the indispensable financial skills that organizations need.

"As the first accounting association to get our message out on TV with a series of profile-raising ads that ran from 1994 to 1999, we definitely recognize the power of television," states Delmarie Scherloski, director of public affairs for the Certified General Accountants of Ontario. "For the last few years we used 'closed captioning,' but the time has come to again expand on CGA Ontario's message. So we've brought back TV ads, this time in an entirely new format that embraces our two-year old "Name Your Need" branding initiative."

The ads are designed to be employer/client-focused, short, snappy and memorable. The three different tableaus (focusing on manufacturing, construction and distribution) aim to deliver the message that the training and experience of CGAs contribute daily to meeting an employer's or client's needs, thereby fulfilling the brand promise in the marketplace.

Three television commercials are airing on the CBC, CTV and Global networks across the province on programs most watched by owners, managers and professionals, aged 25 to 54-the target market for the Certified General Accountants' message. Programs selected have a high concentration of these viewers and include such stalwart shows as The National, Canada AM, Law and Order, The Grey Cup and The Apprentice. The campaign is slated to run from mid-October to February, and it is expected to reach 86 per cent of the target audience an average of 15 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 banner ads can be accessed from CGA Ontario's website at www.cga-ontario.org/contentfiles/publications_promotions/adcampaign0607.aspx. The three, 15-second ads are also housed on YouTube's website, profile page at www.youtube.com/profile?user=CGAOntario, for sharing purposes.

Creative for the Name Your Need campaign developed by Richard Clewes of Clique Communications; media buy executed by Media Dimensions.

The new advertising campaign complements CGA Ontario's Name Your Need recruitment website at www.nameyourneed.org for the CGA program of professional studies, launched earlier in October and designed by Cundari SFP.

About the Certified General Accountants of Ontario:

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. It comprises 17,000 certified general accountants and 9,000 students in the CGA program. Broadly and deeply competent, certified general accountants (CGAs) are committed to meeting the needs of businesses and organizations with accounting and financial expertise, strategic insight, leadership and know-how. CGA Ontario's official charitable partner is Big Brothers Big Sisters of Canada and its affiliate agencies across Ontario.

Certified General Accountants. Name Your Need.

Contact Information

  • Certified General Accountants of Ontario
    Judy Gombita
    Manager, Communications
    (416) 544-4765 or 1-800-668-1454, ext. 244
    Email: jgombita@cga-ontario.org