Our stand-out global advertising campaign for the world's largest accountancy body.
ACCA is the largest and fastest-growing international accountancy body with 260,000 students and 110,000 members in 170 countries.
The House was appointed to create a global brand advertising campaign on the strength of our brand understanding and a provocative, single-minded advertising concept.
What we did
We created a brand advertising concept to re-establish ACCA’s market leading position in a confident, striking and positive way whilst avoiding the pitfalls of comparative or disparaging copy. ACCA is remarkable for its global reach and its flexibility in the local market. We saw this as an “Uncommon Denominator” and used a series of equations to highlight its achievements, global reach and unusually high female membership to substantiate this claim.
Did it work?
This simple yet powerful campaign travelled the globe and was used throughout ACCA’s network in newsletters, advertising, training and all recruitment tools. The campaign played a key role in the successful repositioning of ACCA as the global number one.