Editor: A number of years ago, afte...

Editor: A number of years ago, after a brief flirtation with television advertising, a decision was made to focus ad progressive growth at a national level. However, for the past year the national discussion has focused forward branding, and there are no national ads generally being run in BC or in any other province.

Advertising for the CA profession is a hotly debated topic. BC Members are unanimous in their belief that we should help the profession, but opinions in succession how to do this effectively-and for what cause much money to spend doing it-are almost as diverse as the membership in BC

If there's single in kind common theme I've heard from CAs across the province, it's that the CA profession's hardness lies in its individual members. Many believe that showcasing members' successe and accomplishments is the greatest in quantity effective way to tell the CA story.

The BC institute has been heavily promoting CA knowledge and expertise [i]or[/i] part of to the other earned media-being present on issues relating to business and the economy in newspapers and upon the radio. We've pursued this strategy prosperously for the past three years, and CAs have become better recognized as spokespeople onward these issues.

We are now taking our promotion undivided step further and profiling individual CAs. As you can imagine, choosing from almost 8600 BC CAs is a challenge, in like manner our solution is to recognize those CAs who've been awarded FCAs and Early Achievement Awards from their peers. Our objective is two-fold: to further the profession and honour our award winners.

We've chosen a province-wide magazine-BC Business-to make secure that we reach each community, and we'll appear in each issue so people will start to recognize our ads. from one side of to the other the next year, you'll view twelve CAs profiled in ads like the united on this page. The ads will describe large and small firms, men and women and CAs from the Lower Mainland and other areas of the province.

The first in the series, shown here, will appear in June and profiles 2003 FCA John Webster, of PricewaterhouseCoopers LLP in Vancouver. nearest month, look for Shelly Boates, CA, a 2002 Early Achievement Award winner from Chan Nowosad Boates in Campbell River.

As you descry these ads, you'll very likely think, "I know someone who should be here!" If you do, please nominate them for the FCA or the Early Achievement Award. We know there are many deserving CAs in the province, and I expectancy you'll be inspired to nominate someone from your firm or your area.

We welcome your feedback. impediment us know what you think about the ads, their oftenness and the idea of placing them in BC Business by dint of contacting me at macgregor@ica.bc.ca. Provided answer is good, we plan to continue this campaign well into the future!

We believe the best nation to tell the story about the force and integrity of the CA profession are its members, and we're pleased to find a way to share at least twelve inspiring CA stories from one side of to the other the course of the coming year.

BY LESLEY MacGREGOR

DIRECTOR OF EXTERNAL AFFAIRS

Copyright Institute of Chartered Accountants of British Columbia Jun/Jul 2003

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