Chartered Accountants ANZ (CA ANZ) has unveiled its latest campaign, ‘Make Epic Things Happen,’ created by Connecting Plots. This campaign addresses the critical shortage of accountants, auditors, and finance professionals.
The new advertisement is being shown in cinemas across Australia and New Zealand during screenings of ‘Deadpool & Wolverine.’ It is supported by a six-month digital out-of-home, social media, and digital advertising campaign.
CA ANZ CEO, Ainslie van Onselen, emphasized that the campaign aims to change Gen Z’s perception of careers in accounting and attract more people to the profession. “You may not realize it, but behind every sporting team you support, brand you love, and game you play, there is a financial expert. They may not be in the spotlight, but they play a vital role behind the scenes making ‘Epic Things Happen’ for small and big businesses.”
“Whether you’re interested in developing a new mobile app, organizing live music events, or changing the world with your own non-profit, accounting is a career that can open doors to just about any industry you’re passionate about,” van Onselen added.
Behind the vibrant campaign, which highlights four key passion points—environment, sports, music, and gaming—lies a serious issue. Student enrollments in accounting degrees at universities have nearly halved since 2018, creating a significant gap in the profession’s talent pipeline. Van Onselen stressed the importance of ensuring a robust pipeline of students, diverse pathways into the profession, and supportive government education, skills, and migration policies.
“This will be particularly important as big developments for our profession—including the introduction of mandatory reporting on climate and sustainability topics—come at a time when economic headwinds also increase demand for accountants and auditors in critical roles,” she noted.
A recent CA ANZ survey of Australian members revealed fill rates below 67% for key occupations such as Taxation Accountant, External Auditor, General Accountant, Management Accountant, Internal Auditor, and Finance Manager. The demand for accounting, audit, and finance professionals is expected to grow while supply diminishes.
“Our forecasts show that we will need another 31,000 new jobs in the profession over the five years to 2028, and 58,000 over ten years to 2033,” van Onselen said.
Research by the University of Technology Sydney and Massey University, funded by CA ANZ and CPA Australia, found that while accounting students are optimistic about career prospects, enthusiasm wanes after several years in the profession. Additional CA ANZ research on attracting and retaining audit talent highlighted the need for employers to recognize that young audit professionals value work-life balance and workplace culture.
“We’re committed to supporting an inclusive, respectful, and fair profession that aligns with the values-based career aspirations of next-generation talent,” van Onselen affirmed.
The new advertisement aims to reshape young people’s perceptions of accounting. According to Roy Morgan research, cinema outings are among the most popular social activities for teenagers, with 4.1 million tickets purchased by 14 to 17-year-olds in the year to January 2024. Box office data from Val Morgan shows weekly admissions have been over 1 million in the three weeks leading to July 15, 2024, marking a more than 30% increase compared to the same period last year.
CA ANZ is also promoting the profession to high school students through career fairs, school visits, and partnerships with Year13, YES, and Explore Careers. Additionally, CA ANZ has developed resources for educators, students, and its members to support this initiative.
- Credits
- Client: Chartered Accountants Australia & New Zealand
- CMO: Chelsea Wymer
- General Manager, Marketing: Rachael Rankin
- Head of Brand & Creative Services: Al Gounder
- Careers Marketing Manager: Jess Elwood-Smith
- Creative Lead: Michaela Ashford
- Creative Agency: Connecting Plots
- Chief Creative Officer: David Janson
- Creative Partner: Matt Geerson
- Senior Art Director : Alexa Burchell
- Senior Copywriter: Lisa Jackson
- Client Services Director: Emma McJury
- Group Account Director: Dan Larcombe
- Account Director: Roshani Mehta
- Creative Operations Director: Sarah Miller
- Strategy: Tim Collier
- Chief Executive Officer: Tom Phillips
- Freelance Stills Producer: Emma Shaw
- Production Company: Killa Kreative
- Director: Darwin Schulze
- Executive Producer: Louella Campbell
- Assistant Director: Adam Saunders
- Producer / 1st AD: Zac Perry
- Photographer: Toby Burrows
- Media Agency: Involved Media
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