Putting a shine on the accounting profession
From old school to new school
Launch TV commercials
Launch campaign
A new look
A Plus magazine - bringing the story to business audiences
Hong Kong
Institute of CPAs
- Brand strategy
- Brand architecture
- Brand identity
- Digital strategy
- Internal communications
- Customer publishing
- Advertising
- Media strategy
An ongoing success story.
Challenge
Hong Kong’s accountants had an image problem. They were boring, number-crunching, back office creatures. Dull, uninspiring...and invisible.
Solution
Eight’s total brand makeover brought the CPA’s fast-forward into the future with an incisive new positioning, identity and story told with conviction, clarity and consistency in the market.
Results
The brand’s turnaround has been dramatic. From virtually unknown to regularly scoring over 90% in unprompted awareness studies, the Institute has found a new appetite for risk, sponsoring children’s books and a daring rap video which gave it unprecedented exposure on the BBC World Service.