New initiative to increase ACCA profile

The Association of Chartered Certified Accountants (ACCA) has launched a wide-ranging new publicity campaign in a bid to boost its profile.

Initially ads will appear in Hong Kong, Singapore and the UK. The strapline for the campaign will be: "The world needs three-dimensional accountants."

The next six to eight months will see the campaign spread to ACCA's other major markets.

Neil Stevenson, marketing director at the ACCA, said: "Our approach is to promote to business the unique benefits ACCA professionals bring to their work wherever they are based in the world, based on their professional training to consistent global standards."

He added that the campaign is designed to raise awareness of the "unique elements of ACCA as a global brand".

Consumer advertising specialists Hooper Galton won the brief to design the ad campaign. According to Mr Stevenson ACCA wanted to "move away from the traditional B2B advertising approach".