Chartered Accountants ANZ launches new campaign making accounting ‘cool’ via Connecting Plots
Accounting association Chartered Accountants ANZ has partnered with Connecting Plots to develop a new brand platform and strategic approach to make accounting ‘cool’ to Gen Z.
With consideration of the profession severely lacking in the younger generation, but overall demand growing significantly, Chartered Accountants ANZ hopes to reconnect with Gen Z and encourage the generation to pursue a career in the field.
Student enrolments in accounting degrees have almost halved since 2018, leaving a gap in the profession’s talent pipeline, but forecasts show an additional 58,000 jobs will be needed in the next decade to keep up with demand.
Chartered Accountants ANZ has said it needs to future-proof the profession, by challenging Gen Z’s perceptions of accounting, and hopes to do so via the new brand platform, ‘Make Epic Things Happen’.
“This is a marathon, not a sprint,” said Chartered Accountants ANZ chief marketing officer, Chelsea Wymer.
“From launching partnerships with Year13, YES and Explore Careers to establishing this new platform, we
are still in the early stages of a much longer journey to change perceptions and drive consideration of a
career in accounting.”
The new platform aims to show Gen Z how accounting can see them turn their passions into a career – behind every athlete, every brand Aussies love, and every show Aussies binge watch, there’s a financial expert. So if a prospective accountant is interested in sports, in brands or in television, they can use those interests and passions, and turn them into a career.
‘Make Epic Things Happen’ champions the unsung financial heroes, repositioning accountants as the stars of the show in a movie trailer-esque spot.
“From out in the field to festivals, from global conservation to gaming, the new campaign provides context
for the real work of accountants that our audience can understand, relate to and aspire to become,” said Matt Geersen, creative partner at Connecting Plots.
“We wanted to inspire the next generation to see that people in accounting make epic things happen every day.”
The campaign has rolled out across cinema, YouTube, Meta, TikTok, OOH, careers events, online video, and more.
Credits:
Client: Chartered Accountants Australia & New Zealand
Chief Executive Officer: Ainslie van Onselen
Chief Marketing Officer: Chelsea Wymer
General Manager, Brand: Rachael Rankin
Head of Brand & Creative Services: Al Gounder
Senior Manager, Brand: Jess Elwood Smith
Creative Lead: Michaela Ashford
Creative Agency: Connecting Plots
Chief Executive Officer: Tom Phillips
Chief Creative Officer: David Janson
Creative Partner: Matt Geersen
Senior Art Director : Alexa Burchell
Senior Copywriter: Lisa Jackson
Integrated Strategy & Planning Partner: Tim Collier
Client Services Director: Emma McJury
Group Account Director: Dan Larcombe
Account Director: Roshani Mehta
Creative Operations Director: Sarah Miller
Freelance Stills Producer: Emma Shaw
Production Company: Killa Kreative
Director: Darwin Schulze
Executive Producer: Louella Campbell
Assistant Director: Adam Saunders
Producer / 1st AD: Zac Perry
Photographer: Toby Burrows
Media Agency: Involved Media
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Chartered Accountants
Chartered Accountants Australia and New Zealand
Chelsea Wymer
Connecting Plots
Matt Geersen
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