Innovative and Connected: Engaging C-Suite to Transform Brand Perception

The Challenge

Chartered Accountants Australia and New Zealand needed a brand perception transformation post amalgamation. Their challenge to Fairfax Media was to help position the new body as an innovative and connected industry leader.

The Execution

A campaign which would showcase CAANZ's expertise by aligning it with New Zealand business issues and leaders in an open forum. To achieve this we created a three pronged approach encompassing print, experiential and online.

First we drilled down to understand the key issues facing New Zealand business through interviews with influential C-suite leaders. The six key issues identified were Digital Disruption, Sustainability, Customer Centricity, Global Economy, Leadership and Transforming Business.

Print Execution

Utilising Fairfax Media newspapers we presented solutions to the six key issues, positioning Chartered Accountants as a thought leader and cross-industry expert, every step of the way.

A 14 week print execution across Fairfax Media’s main metropolitan newspapers (Sunday Star-Times, The Dominion Post and The Press) ensured maximum reach by targeting the country’s biggest cities and business districts


The Transforming Business thought leadership series provided an open forum for C-Suite to talk directly to Chartered Accountants. Split into six parts each forum addressed one of the key concerns for business.

Allowing businesses to work directly with Chartered Accountants reinforced brand recognition and the position of Chartered Accountants being thought and industry leaders that could offer viable solutions.

The events were filmed to increase the reach and create sustainability for the content, giving a longer shelf life.


The Transforming Business hub, hosted on, aggregated sponsored content. Utilising video and articles the hub provided business insights, directed readers to the Chartered Accountants’ website and services and acted as a landing page for the content created throughout the campaign.

Including an opinion piece written by Chartered Accountants CEO Lee White and more than half a dozen specially crafted news-like articles, the Transforming Business Hub promoted longevity for the campaign. As a continually active page on it continues to reinforce Chartered Accountants’ position as business leaders in an ever-changing environment.

The Results

Key results were:

  • Digital native outperformed international benchmarks for B2B campaigns in message association and online ad awareness by 4.5% and 8.7% respectively.
  • Print campaign drove substantial increases in the positive perception of the Chartered Accountants brand and in brand awareness.
  • 40% of the audience reached was C-Suite.

*Effects of the campaign were measured via a Brand Lift study from Millward Brown.