The campaign, set to go live on 30 April, will include television, cinema, print, radio and digital advertising.
In an update to its membership this week, CPA Australia said the campaign is focused on raising awareness about the services CPA members can offer the public.
Members took umbrage with the personalisation of CPA Australia’s marketing under the leadership of Alex Malley, and the association’s 2017 annual report indicated a shift back to CPA Australia being its primary brand this year onwards.
Further, CPA Australia members’ perception of their brand is weak, scoring an average rating of 5.5/10 on the trustworthy scale.
“The mix of marketing spend, including the personalisation of the brand, has been raised a concern by members in submissions to the Independent Review Panel, which has made recommendations to the board” CPA Australia said.
“This includes a process to review corporate strategy, including a consolidated marketing strategy which is now underway,” it said.