ICAEW is a world leading professional membership organisation that promotes, develops and supports over 150,000 chartered accountants worldwide. It also provides a Chartered Accountant qualification, the ACA, which is one of the most advanced learning and professional development programmes available. It is valued around the world in business, practice and the public sector. ICAEW identified that their approach to attract a new and younger generation was in need of some modernisation.
How to attract a new generation to choose a career in chartered accountancy?
They needed to tell a story and tell it well. The profession is at risk of being perceived as a bit stuffy so we needed a concept that would turn that around. Let’s talk about the exciting possibilities that comes with this career choice. The new campaign exceeded expectations. Make it personal. Tell a story!