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FEATURE EVENT
PHOTO-ILLUSTRATIONS BY CHRIS SO
[ 16 ] A Plus + September 2005
CPA Day:
This is your day ! work our members have done in the
O
ne year ago on 8 September, what is happening in the profession in
the Hong Kong Society of Hong Kong. past three decades.
Accountants became the We also interviewed business leaders Late this month, the Institute will start
Hong Kong Institute of CPAs. It was for their views, encouraging them to tell an institutional advertising campaign,
a day when many of the profession’s us how they view the profession and what one that points out the reasons why
aspirations were met, with a new they need from accountants now and in CPAs are the success ingredient in all
membership agreement with the Institute the future. business endevours and indeed, in the
of Chartered Accountants in England We plan to brief the media on our community life of Hong Kong.
and Wales (ICAEW) that brought our findings, so look and listen for coverage
Respect
members opportunities in new markets of the study, which will help the wider
community understand the reach and The advertising messages reinforce
and access to world-class training.
influence of the accounting profession. the fact that a CPA holds a globally
It also brought us a new name
A Plus will cover the findings of the study respected qualification at the pinnacle
and a highly respected designation
in depth in coming issues. of the profession. It underscores the
for members.
idea that the presence of a CPA in a
Because the CPA designation is still Wear your pin with pride team, an organisation or company
new in Hong Kong, the anniversary gives This ties into the reason to wear your signals excellence and professionalism.
us an opportunity to communicate to as CPA pin this month: By doing so, you’re Since the CPA designation is still new
many people as possible the significance helping to spread the message that CPAs in the Hong Kong market, advertising
of what it means to be a CPA. are the success ingredient in Hong Kong’s is one way we can get out the message
Help spread the message by wearing phenomenal economic growth and as that CPAs belong to the elite of the
your CPA pin during September, and the international gateway to China. It’s world’s accounting professionals.
especially on the eighth of the month, a way for us to build on the respect the These initiatives are all designed to
CPA Day. On that day, we will profession holds in Hong Kong and to raise the prestige and awareness of the
run advertisements in English and make sure that when business people see CPA designation and our members’ roles
Chinese media — ads that feature the you are a CPA, they know they are dealing in business and the broader community.
CPA designation. with a professional who can influence Indeed, as we pledged last year, we aim
their success. to make the Hong Kong Institute of
Media briefing
As part of the campaign, we will run CPAs Asia’s premier professional body
On 7 September, we’re planning an advertisement on 12 September in accounting, assurance, business and
a press conference to announce the to congratulate our newest “success finance. As we continue to demonstrate
findings of our major study on the state ingredients” — our latest graduates from our achievements and show our values
of the profession today. The study has the qualification programme. These as the success ingredient, this lofty
had a response rate from members of graduates are entering the profession at a position is within our reach.
nearly 20 percent — an unprecedented time when the qualification programme is So go ahead – crow a little bit. You’re
return. The phenomenal participation recognised on five continents. Our newest a CPA and it’s CPA Day.
in the study will help make sure the members have the world at their feet and
findings are truly representative about they are the direct beneficiaries of all the
September 2005 + A Plus [ 17 ]