The CA Advantage: Marketing the profession
The Institute of Chartered Accountants in Canada has recently launched a new ad campaign extolling the virtues of the designation. The campaign shows CAs joining various sports teams and helping the team. The message: CAs can complement your business’ existing expertise.
Here’s the copy from one of the print ads:
Sometimes even great teams need more skill and more ability. That’s what you get with Chartered Accountants. CAs bring superior financial expertise, strategic thinking, business insight and leadership to become an integral part of the team. Give your team an edge. The CA advantage.
Hmm. Sounds similar to how the CMA designation is promoted. Certified Management Accountant is a competing designation here in Canada. Direct from CMA Canada’s website:
CMAs are leading strategic financial management professionals who integrate accounting expertise with advanced management skills to achieve business success.
So it appears both professional bodies have identified the primary area of growth for accountants being strategic business/financial expertise services. But is there room (and enough work) for both designations? Are we destined for more merger talks in the future?