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Leadership and Competitive Positioning
How we delivered in 2008

1940s: War and taxes

New war and payroll taxes roll out during the 1940s while the Commonwealth begins collecting all income tax on a uniform basis. Pay-As-You-Earn and provisional tax systems come into effect and the Institute begins issuing formal accounting guidance to its members.

Leadership activities are designed to increase our influence with government and regulators and position the Institute as leaders in the profession and the wider business community. By partnering with key stakeholders in public practice, the corporate world and academia on joint leadership activities we build relationships and enhance our leadership positioning.

Raising our Brand Profile

During the year, the Institute invested in an advertising campaign designed to attract young people into the profession and address the skills shortage.

Through a multi-channel advertising campaign we were able to heavily promote our ‘Riddle’ advertisement which showcased the prestige of the Chartered Accountants brand. This was boosted by the launch of a new digital campaign.

Media coverage is another important method of growing our brand and profile. During the year, we achieved a record 1536 media hits, largely attributable to the stronger relationships we have developed with key journalists, particularly in the broadcast media, and the quality of our spokespeople who provided insightful commentary. The ongoing skills shortage debate in the press also gave us the opportunity to raise the profile of the Chartered Accountants Program.

 

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