IGNITING PASSIONS TO RECRUIT THE NEXT GENERATION.

The accounting profession has a problem. Consideration of the profession is severely lacking in the younger generation, while perceptions of the profession are deeply rooted in old truths that no longer apply. To put it quite simply, Gen Z don’t see accounting as 'cool'. Our mission? Future-proof the profession by changing that perception. Our research showed students care more about passions than future careers. So we set out to show how accounting can transform those passions into professions. After all, behind every superstar athlete, every brand they love and every show they binge watch, there’s a financial expert. Chartered Accountants might work behind the scenes, but they’re the backbone of some of the most exciting industries across the globe. Enter our new brand platform ‘Make Epic Things Happen,’ that puts these unsung heroes into the spotlight, inspiring the next generation to see that people in accounting really do make epic things happen every day.

The launch campaign repositions accountants as the stars of the show by featuring them in an epic movie trailer. To launch, the hero film premiered alongside one of the year’s most anticipated film releases, Deadpool & Wolverine.

As part of a longer-term platform to bring about change for the industry, the campaign spans careers events, online video, YouTube, Meta, Instagram and TikTok, OOH and targeted display media.