The Quebec CPA Order launches an advertising campaign

Montreal, October 25, 2012 – Quebec’s Chartered Professional Accountants (CPA), in collaboration with the Réservoir agency, launched their very first advertising campaign in recent weeks. This campaign is intended to position the accounting profession as an attractive career choice for students and a vital function in organizations. The campaign is also designed to create a feeling of belonging among the Order’s membership of accounting professionals.

A fresh opportunity to make a good impression

By building recognition for the new CPA brand, the accounting profession has an opportunity to change the way it is perceived and to stand out from the other professions. According to Lyne Lortie, Vice-President, Public Affairs and Communications at the Order, “Quebec has led the way in the unification of the accounting profession. For this reason, it was critical to quickly position the CPA profession as a key player in the business and student markets. We are confident that this campaign will allow us to achieve this goal.”

A tone to match the image of a vibrant profession

For Yves Perreault, Creative Director of Réservoir, “The campaign has a subtly humorous tone, reflecting the acuity required of a good accountant. CPAs are people who see way beyond the numbers. Not only are they accounting professionals, but their skill and know-how can help grow all types of organizations. This profession must be perceived as rewarding for those who practice it and profitable for those who call upon it.”

A province-wide multimedia campaign

The campaign is being deployed in all of the Order’s communication activities and in various media. It can be seen on outdoor displays, in Montreal's metro and on buses across the province, in printed media, on the Web and on university campuses. The campaign is to be carried out in two phases: the first phase coincides with the postponed fall session of universities, and the second will begin in February 2013.

Campaign credits
Clients: Lyne Lortie, Julie Péloquin, Erika Vaugeois
Design and drafting: Yves Perreault, Alix Dufresne
Creative direction: Renée Hudon. Graphic design: Sophie Leclerc
Consulting services: Simon Boulanger, Philippe De L’Étoile
Media: Isabel Bernier.

About the Quebec CPA Order
The Ordre des comptables professionnels agréés (CPA) du Québec has over 35,400 members and 6,500 future CPAs. The Order ensures the protection of the public and the visibility of the profession. It represents all areas of expertise of the accounting profession: assurance, financial accounting, management and management accounting, finance and taxation.

About Réservoir
Réservoir is a multidisciplinary communications agency. It has regional, provincial and national clients. Its largest clients are La Cordée, Merck Canada, Mondou, the Ordre des comptables professionnels agréés du Québec and the Société des casinos du Québec.

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Information:
Mélanie Verville
Manager, Communications
Ordre des CPA du Québec
T 514 288-3256 [3014] • 1 800 363-4688
m.verville@cpa-quebec.com

Simon Boulanger
Partner
Réservoir Publicité Conseil
T 514-489-1534
simon@reservoir.ca