The ICAEW has revamped its website, complete with a banner advert at the top for a car rental company.
Take a look and let me know what you think of it.
Showing posts with label advertising. Show all posts
Showing posts with label advertising. Show all posts
Tuesday, February 05, 2013
Tuesday, October 16, 2007
Blah!
The ICAEW is stepping up its advertising campaign, to promote itself as the top brand. It has launched its first ever cinema advertisement, which is aimed at students.
The advert is called "Blah won't get you far", and will be shown in 23 cinemas on or near university campuses across the UK. Sue Best, the Institute's marketing director, is quoted by AccountingWeb saying that is was "hopefully not something you would expect to see from the ICAEW."
Not too bad for a first attempt.
As I have noted before, I am pleased to see that the ICAEW have finally taken on board the message that our brand is a very valuable asset and should not be diluted.
Watch the ICAEW's new cinema advert here Blah!
The advert is called "Blah won't get you far", and will be shown in 23 cinemas on or near university campuses across the UK. Sue Best, the Institute's marketing director, is quoted by AccountingWeb saying that is was "hopefully not something you would expect to see from the ICAEW."
Not too bad for a first attempt.
As I have noted before, I am pleased to see that the ICAEW have finally taken on board the message that our brand is a very valuable asset and should not be diluted.
Watch the ICAEW's new cinema advert here Blah!
Wednesday, July 04, 2007
ICAEW Strategic Partnership With CIPFA
I am advised by an impeccable source that tomorrow the ICAEW and CIPFA will issue a press release concerning a Memorandum of Understanding (MOU) that has been signed by the two bodies.
The subject of that MOU is a proposal for a "Strategic Partnership" between the two bodies.
Seemingly various committees etc will be set up, some of which will be led by CIPFA, that will determine the methodology for forming the joint policy of the two bodies.
It would seem that this is a merger by the back door, and that the ICAEW has ridden roughshod over the wishes of the membership. Somewhat surprisingly this comes in the midst of the ICAEW advertising campaign that proudly trumpets that the ICAEW qualification is the best bar none.
How contradictory is that?
It also contradicts Izza's recent interview, in which he made clear that the merger was off the agenda for the time being.
It would appear that the "leadership" of the ICAEW has decided to ignore the views of the members who pay the salaries of the "leadership" and the expenses of council.
How very foolish of them!
The subject of that MOU is a proposal for a "Strategic Partnership" between the two bodies.
Seemingly various committees etc will be set up, some of which will be led by CIPFA, that will determine the methodology for forming the joint policy of the two bodies.
It would seem that this is a merger by the back door, and that the ICAEW has ridden roughshod over the wishes of the membership. Somewhat surprisingly this comes in the midst of the ICAEW advertising campaign that proudly trumpets that the ICAEW qualification is the best bar none.
How contradictory is that?
It also contradicts Izza's recent interview, in which he made clear that the merger was off the agenda for the time being.
It would appear that the "leadership" of the ICAEW has decided to ignore the views of the members who pay the salaries of the "leadership" and the expenses of council.
How very foolish of them!
Friday, June 15, 2007
A Competitive Advantage?
The ICAEW launched its new advertising campaign this month.
The campaign underlines the value of chartered accountants to business for employers, training organisations and potential trainees.
The headlines used in the campaign, 'A Cut Above' and 'A Competitive Advantage', emphasise (in the words of the ICAEW) the benefits that the ACA qualification provides as a benchmark of the highest professional and ethical standards.
Does this mean that the ICAEW have finally accepted the argument that I have been making on this site, for almost three years, that a merger with a non CA body would dilute the brand?
It would seem that they have accepted that argument.
Otherwise, were they to try to foolishly push another merger attempt with eg CIPFA or CIMA, the words of their own advertising campaign would be thrown back at them.
The campaign underlines the value of chartered accountants to business for employers, training organisations and potential trainees.
The headlines used in the campaign, 'A Cut Above' and 'A Competitive Advantage', emphasise (in the words of the ICAEW) the benefits that the ACA qualification provides as a benchmark of the highest professional and ethical standards.
Does this mean that the ICAEW have finally accepted the argument that I have been making on this site, for almost three years, that a merger with a non CA body would dilute the brand?
It would seem that they have accepted that argument.
Otherwise, were they to try to foolishly push another merger attempt with eg CIPFA or CIMA, the words of their own advertising campaign would be thrown back at them.
Thursday, December 01, 2005
Chaos At The ICAEW
I read with interest today the story in Accountancy Age, concerning the delay in the new ICAEW syllabus.
The new syllabus was meant to have been implemented in 2006, yet will now be postponed until 2007.
The rumour, printed in Accountancy Age, is that the delay is due to staff turnover; rather than a coherent strategy.
The story is of particular interest to me because in September the ICAEW advertised for professionals, interested in acting as examiners for the new syllabus; the advertisement noted that it would go live in 2006. The work would be for a few days a year.
There were to be 12 modules; one of which, Ethics (a new subject), I applied for.
I take a particular interest in ethics and corporate governance, and feel that these areas in many companies need some serious attention. Ethics is something that should be of great importance to the ICAEW as well:
I had a one to one 20 minute interview, then a 45 minute panel interview. Seemingly I was the only person to specify Ethics as my first/only choice of paper.
I was told that I would hear by the end of the month, and that if chosen I would have to make a decision quickly; as work on the paper would start in November.
I received an email on the 1st of November which stated that since the interviews the ICAEW had rethought the approach to Ethics, and that there may well not be an assessment of the kind envisaged.
As such no Ethics exam team would be appointed.
I found the change of heart, in such a short space of time, to be surprising and odd at the time. Hardly indicative of a well thought through strategy, given the time and money spent in preparing the syllabus, advertising and interviewing candidates.
Changing the syllabus within the space of a fortnight, seemed to me as though the ICAEW was making up policy as it went along.
Clearly, in the light of today's report, there is chaos within the ICAEW. The result being that not only are the current members being let down, but those who are studying for qualification, and the industries in which they hope to serve, are being let down as well.
This is a very sorry state of affairs indeed.
The new syllabus was meant to have been implemented in 2006, yet will now be postponed until 2007.
The rumour, printed in Accountancy Age, is that the delay is due to staff turnover; rather than a coherent strategy.
The story is of particular interest to me because in September the ICAEW advertised for professionals, interested in acting as examiners for the new syllabus; the advertisement noted that it would go live in 2006. The work would be for a few days a year.
There were to be 12 modules; one of which, Ethics (a new subject), I applied for.
I take a particular interest in ethics and corporate governance, and feel that these areas in many companies need some serious attention. Ethics is something that should be of great importance to the ICAEW as well:
- The ethical image and reputation of the profession has been badly undermined by the media coverage of eg Enron, WorldCom, Andersens etc
- The ICAEW needs to publicly display to the world that it is committed to ethics and integrity
- Including Ethics as a specific subject in the examination syllabus is an ideal method to send a message to the media, and the world, that we take ethics seriously
- Not to include it in the syllabus is an opportunity wasted (to say the least)
I had a one to one 20 minute interview, then a 45 minute panel interview. Seemingly I was the only person to specify Ethics as my first/only choice of paper.
I was told that I would hear by the end of the month, and that if chosen I would have to make a decision quickly; as work on the paper would start in November.
I received an email on the 1st of November which stated that since the interviews the ICAEW had rethought the approach to Ethics, and that there may well not be an assessment of the kind envisaged.
As such no Ethics exam team would be appointed.
I found the change of heart, in such a short space of time, to be surprising and odd at the time. Hardly indicative of a well thought through strategy, given the time and money spent in preparing the syllabus, advertising and interviewing candidates.
Changing the syllabus within the space of a fortnight, seemed to me as though the ICAEW was making up policy as it went along.
Clearly, in the light of today's report, there is chaos within the ICAEW. The result being that not only are the current members being let down, but those who are studying for qualification, and the industries in which they hope to serve, are being let down as well.
This is a very sorry state of affairs indeed.
Thursday, January 13, 2005
ACCA Poaches ICAEW Members
Accountancy Age reports that John Brace, president of ACCA, has cheekily written to practitioners advertising its "direct admission to membership route for chartered accountants".
Brace told Accountancy Age that ACCA was appealing to members of the ICAEW who may have become "disaffected" by the merger.
This is further proof that the merger proposal is in fact highly unpopular.
Brace told Accountancy Age that ACCA was appealing to members of the ICAEW who may have become "disaffected" by the merger.
This is further proof that the merger proposal is in fact highly unpopular.
Subscribe to:
Posts (Atom)