Have you ever thought of a CPA as a thought leader and decision maker? Someone whose business ideas can help your business thrive through change. In Canada, that’s DDB’s job for its Chartered Professional Accountants. And it’s doing the job rather well.

DDB Canada’s Toronto and Montreal task was to impress on French- and English-speaking audiences that there might be a better way to solve complex business problems. A CPA can add a different perspective and expert ideas.

So DDB illustrated this with real business problems. The campaign is spearhead by the TVC, Record Label, which highlights an industry that has undergone profound change and shows the difference a CPA could have made…

…with humour, that unfailing panacea for the ho-hum factor inherent in business commercials.

“Last year’s campaign succeeded in positioning CPAs as navigators of change who can help drive business success,” explained Carol Wilding, chair of CPA’s Branding Committee and chief executive officer of CPA Ontario.

“This year, our objective is to build on the previous campaign by drawing inspiration from the world around us, both past and present, and showcase CPAs’ ability to help businesses thrive during turbulent climates as masters of change.”

Record Label is supported by out-of-home, print, digital and social executions that ask tough, thought-provoking and timely questions around the changing business landscape and direct viewers to AskCPAs.ca to learn more.

Topics such as machine learning, climate change and ride-sharing, that are transforming business models across all industries.

“By associating the CPA brand with these relevant business topics, we illustrate that CPAs are current with the realities businesses face today and they provide the insight organizations need to succeed in this consistently changing landscape,” noted Paul Wallace, executive creative director, DDB Canada Toronto.

The campaign is running in English and French across Canada and includes a sponsorship with CBC Dragon’s Den and integration with Télé-Québec Indice McSween.