ACCA: Giving a face to ACCA across international markets

Founded in 1904, the Association of Chartered Certified Accountants is the global professional accounting body offering the Chartered Certified Accountant qualification. It has 233,000 members and 536,000 future members worldwide.

Our work shows the ‘ACCA difference’ through its people. For SMPs we created ‘The Practice Room’ – a peer-peer community series dedicated to supporting, connecting and inspiring Small-Medium sized accountancy practices. For our Why Hire? campaign, we showcased prospective candidates demonstrating their skills, knowledge and attributes to encourage employers to hire ACCA graduates.

To encourage businesses to choose ACCA as a training partner, we showed how the skills acquired by trainees can fundamentally shape a business and we showcased ACCA courses that are helping members to stay ahead of the increasing automation taking place in the industry. For the public sector, we demonstrated that ACCA is more than a corporate training  qualification, showing how they are playing a crucial part behind the scenes.

It’s only through the deployment of technology that ACCA can stay relevant to all its 300k members worldwide, and to businesses in over 180 markets where they are employed. Through precision targeting, we champion our ACCA members to businesses and raise awareness of the forward-thinking qualification in a way that’s relevant to businesses in diverse sectors, regions, all needing finance talent with different skill sets.

Our various B2B campaigns aim to encourage employers and businesses to see ACCA as their preferred partner for all their training and hiring needs – with the overarching goal of ensuring ACCA Members’ employability across multiple sectors and countries.

We focus on the people gaining and bringing an advantage to bear on businesses and organisations worldwide, by telling their stories to show how an ACCA qualification is making a difference to them, and how they’re making a difference to modern businesses. We create joined up campaigns targeted at trainees as well as employers of all sizes, along with public sector institutions and universities, creating a personality for the brand and positioning it as a qualification for a modern, global world.

Through data analysis we know the different accountancy character traits and qualities that are most valued and how they differ from Pakistan to Poland to Portugal. Through constant testing of messages, imagery, and formats we can make the campaigns we run as efficient as possible and maximise the influence on our audience.