“Professional” national ad campaign for the Ordre des CPA du Québec

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Montreal, September 19, 2013 – The Ordre des comptables professionnels agréés du Québec (CPA) is launching a new advertising blitz with CPA Canada. The unification of the accounting profession, which took place in Quebec in May 2012, is now about to become a reality across the country, enabling the profession in Quebec to maximize its impact on the public by being involved in a national ad campaign. The campaign is the result of a collaboration between the Quebec agency Réservoir and Toronto’s One Advertising. “We proposed to the national body and provincial orders that the agencies collaborate so that we could fully combine our efforts to promote the brand from coast to coast. Together, we developed each phase of the campaign to create a strong voice across Canada,” says Yves Perreault, Creative Director at Réservoir.

The word “professional” (the “p” in CPA) distinguishes the new designation from the former accounting designations (CA, CGA, CMA), and it is this qualifier on which the new national campaign is based. “By capitalizing on the word professional, we can strongly and easily label the new campaign and quickly assert the new brand. Chartered professional accountant is the only designation that exists now,” adds Perreault.

Lyne Lortie, Vice President of Public Affairs and Communications at the Ordre des CPA du Québec, is delighted that the new ad campaign is consistent with the campaign launched in 2012. “We’ve maintained the tone that guided us last year and the graphic platform for the brand that was launched in Quebec in 2012. Our efforts are gaining strength thanks to this national integration. This is an ideal scenario to accelerate brand recognition and confirm our profession’s vitality both in Quebec and in the rest of Canada.”

Various campaign visuals—television, posters, print and Web, including on university campuses —were launched in Quebec and Canada on September 17, 2013.

To view the ad campaign, visit cpapro.ca/see-the-campaign/.

Campaign credits
Quebec client: Lyne Lortie
National client: Heather Whyte
Creative Director: Yves Perreault (Réservoir), Michael Clancy (One Advertising)
Design and drafting: Yves Perreault, Jean-Bernard Bastien (Réservoir), Margo Northcote (One)
Creative direction: Renée Hudon (Réservoir), Michel Lang (One).
Graphic design: Sophie Leclerc (Réservoir)
Consulting services: Simon Boulanger (Réservoir), Philippe De L’Étoile (Réservoir), Shelagh Meagher (One)
National media: One Advertising
Quebec media: Isabel Bernier (Réservoir)
Television production: Jet Films
Producer: Lyne Leclair

About the Ordre des CPA du Québec
The Ordre des comptables professionnels agréés du Québec has over 35,600 members and 6,500 candidates and students. The Order ensures the protection of the public and the visibility of the profession. It represents all areas of expertise of the accounting profession, including assurance, financial accounting, management and management accounting, finance and taxation.

About Réservoir
Réservoir is a multidisciplinary communications agency with 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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Cédrick Beauregard
Manager, Public Affairs
Ordre des CPA du Québec
T 514 288-3256 [3024] • 1 800 363-4688

Simon Boulanger
Réservoir Publicité Conseil
T 514 489-1534
C 514 757-1534

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