Second letter back
Thank you for your e-mail. I believe you misunderstood the messages in our public announcement ad. We are not comparing CMAs to liars and book-cookers. In fact, we are doing just the opposite. The public announcement ad proclaims that the term “Creative Accountants” should no longer be used to describe liars and book-cookers, and instead describe professionals (CMAs) who use solid management, strategy and accounting skills to create incredible business opportunities for companies across Canada.
We are well aware that the term “Creative Accountants” has had a bad reputation. When connected with accountants, the word “creative” is used as a euphemism to denote fraud, deception, manipulation, cheating, etc. But why should “creative” stand for negative behaviour when it is associated with accountants? Our approach here is to change the mindset around associating the word "creative" with "accountants," and the perceptions. As our advertising messages challenge, how did the modifier "creative" become such a negative word when linked to "accountants"?
It’s mind-boggling to us that of all the low-lifes, crooks and frauds out there in the world, only the bad apples in accounting are called “creative.” What about other criminals? Do we call people who steal cars “Creative Travelers”? What about bank robbers? Do we call them “Creative Withdrawers”? When you really stop and think about it, it’s downright insulting that we’ve let a great word like creative describe such sub-standard behaviour when it’s linked to accountants.
Creative in the positive sense means being original, innovative and imaginative, providing big-picture solutions grounded in integrity and ethical behaviour. That in fact is what Creative Accountants are all about. And that is how we are positioning CMAs.
In essence we are taking back the expression and redefining it. Never has there been a greater call for creative thinking in business than today. World leaders from around the globe in all industries and from all backgrounds talk about the need to be forward thinking and creative. Creativity is increasingly important to business success. It is for this reason that we are boldly redefining the term “Creative Accountants” and staking out a powerful new territory for CMAs.
In his book entitled “A Whole New Mind: Why Right-Brainers Will Rule The Future,” Dan Pink states that we are leaving the Information Age and entering the Conceptual Age, where the ability to create, see the big picture, make connections, etc. will be necessary for survival because bean-counting jobs will be either replaced by a computer or shipped overseas for a sixteenth of the cost of doing it domestically. Richard Florida makes the same case in his book Rise of the Creative Class.
There is little doubt the world has seen accounting scandals such as Enron and Worldcom. What needs to be remembered is that these scandals have nothing to do with being “creative.” They are about criminal behaviour. Our ad campaign conveys these messages in a provocative and memorable manner.
We have received comments from other members who share your views on the new ad campaign. However, we have received comments from an equal number of members who are congratulatory and highly supportive of the approach. In fact, many members from across the country have been requesting copies of the public announcement ad to post in their offices. A few comments I have received personally from members are as follows: “Looks awesome and really portrays what the CMA brand is all about!” and “What a genius idea, to put this much of a spotlight on CMA's...if the public didn't know the difference between CA & CMA before (or even that we existed) then they will all know about us shortly.”
We are also receiving much positive media coverage in Canada and internationally on our new ad campaign. Our Public Affairs staff are being contacted for interviews and editorial responses, and we have had positive acknowledgements from senior executives in markets across the country.
Interestingly, at the Canadian Academic Accounting Association 2008 annual conference held last weekend in Winnipeg, a number of academics, some of whom were CAs, indicated that they were very impressed with the leadership CMA Canada is showing. A couple mentioned that reclaiming the term "creative" in the positive business sense was excellent positioning for CMAs.
Many people understand the tongue-in-cheek nature of the announcement and the humour. As an advertising device, it is garnering much attention for CMAs and generating considerable dialogue. In phase 2 of our ad campaign, we will demonstrate how CMAs apply creativity in building successful businesses and careers. As we did in our previous ad campaigns, we will show that CMAs have broader integrated skills that go beyond the stereotypical view of accountants. Our current campaign is a natural evolution of this.
While I understand your hesitation to embrace the creative accountants positioning for CMAs, I hope that there comes a time when you can echo the thoughts of others who feel equally passionate about this being the right thing for the CMA designation. We will certainly continue to monitor the market’s reaction to our new ad campaign and keep you and other members apprised.
Thanks again for providing your views.
David Fletcher
We are well aware that the term “Creative Accountants” has had a bad reputation. When connected with accountants, the word “creative” is used as a euphemism to denote fraud, deception, manipulation, cheating, etc. But why should “creative” stand for negative behaviour when it is associated with accountants? Our approach here is to change the mindset around associating the word "creative" with "accountants," and the perceptions. As our advertising messages challenge, how did the modifier "creative" become such a negative word when linked to "accountants"?
It’s mind-boggling to us that of all the low-lifes, crooks and frauds out there in the world, only the bad apples in accounting are called “creative.” What about other criminals? Do we call people who steal cars “Creative Travelers”? What about bank robbers? Do we call them “Creative Withdrawers”? When you really stop and think about it, it’s downright insulting that we’ve let a great word like creative describe such sub-standard behaviour when it’s linked to accountants.
Creative in the positive sense means being original, innovative and imaginative, providing big-picture solutions grounded in integrity and ethical behaviour. That in fact is what Creative Accountants are all about. And that is how we are positioning CMAs.
In essence we are taking back the expression and redefining it. Never has there been a greater call for creative thinking in business than today. World leaders from around the globe in all industries and from all backgrounds talk about the need to be forward thinking and creative. Creativity is increasingly important to business success. It is for this reason that we are boldly redefining the term “Creative Accountants” and staking out a powerful new territory for CMAs.
In his book entitled “A Whole New Mind: Why Right-Brainers Will Rule The Future,” Dan Pink states that we are leaving the Information Age and entering the Conceptual Age, where the ability to create, see the big picture, make connections, etc. will be necessary for survival because bean-counting jobs will be either replaced by a computer or shipped overseas for a sixteenth of the cost of doing it domestically. Richard Florida makes the same case in his book Rise of the Creative Class.
There is little doubt the world has seen accounting scandals such as Enron and Worldcom. What needs to be remembered is that these scandals have nothing to do with being “creative.” They are about criminal behaviour. Our ad campaign conveys these messages in a provocative and memorable manner.
We have received comments from other members who share your views on the new ad campaign. However, we have received comments from an equal number of members who are congratulatory and highly supportive of the approach. In fact, many members from across the country have been requesting copies of the public announcement ad to post in their offices. A few comments I have received personally from members are as follows: “Looks awesome and really portrays what the CMA brand is all about!” and “What a genius idea, to put this much of a spotlight on CMA's...if the public didn't know the difference between CA & CMA before (or even that we existed) then they will all know about us shortly.”
We are also receiving much positive media coverage in Canada and internationally on our new ad campaign. Our Public Affairs staff are being contacted for interviews and editorial responses, and we have had positive acknowledgements from senior executives in markets across the country.
Interestingly, at the Canadian Academic Accounting Association 2008 annual conference held last weekend in Winnipeg, a number of academics, some of whom were CAs, indicated that they were very impressed with the leadership CMA Canada is showing. A couple mentioned that reclaiming the term "creative" in the positive business sense was excellent positioning for CMAs.
Many people understand the tongue-in-cheek nature of the announcement and the humour. As an advertising device, it is garnering much attention for CMAs and generating considerable dialogue. In phase 2 of our ad campaign, we will demonstrate how CMAs apply creativity in building successful businesses and careers. As we did in our previous ad campaigns, we will show that CMAs have broader integrated skills that go beyond the stereotypical view of accountants. Our current campaign is a natural evolution of this.
While I understand your hesitation to embrace the creative accountants positioning for CMAs, I hope that there comes a time when you can echo the thoughts of others who feel equally passionate about this being the right thing for the CMA designation. We will certainly continue to monitor the market’s reaction to our new ad campaign and keep you and other members apprised.
Thanks again for providing your views.
David Fletcher
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