The national accountancy body, the Institute of Certified Public Accountants of Singapore (ICPAS), is launching an advertising campaign to promote the CPA Singapore designation as the designation of choice for accounting and business professionals and attract talent into the accountancy sector. Talent attraction, development and retention are especially crucial for the profession, as the Government plans to transform Singapore into a global accountancy hub by 2020.
The brand campaign communicates the key message “Every success needs a catalyst. Accelerate/ Elevate your career with CPA Singapore” by featuring CPAs Singapore and showcasing how the CPA Singapore designation is part of their success story. ICPAS Adviser Mr Teo Ser Luck, who holds multiple public portfolios such as Mayor of North East District; Senior Parliamentary Secretary for Ministry of Community Development, Youth and Sports and Ministry of Transport; Member of Parliament and Chairman of National Youth Council, and Ms Lim Kexin, a senior tax consultant with PricewaterhouseCoopers, community leader and youth advocate, are the ICPAS members featured in this year’s campaign. The campaign will be activated through a mix of outdoor, print advertisements and social media from 23 September to end November.
ICPAS President Dr Ernest Kan said, “Our featured members are inspirational figures whose stories bring the CPA Singapore brand to life. Mr Teo, an accountancy graduate who made his mark in the private sector, currently holds leadership positions in the public sector, serving in various roles including Adviser to ICPAS. Kexin is a leader in her own way, balancing her career in tax consultancy with dedicated service to the community. Both exemplify the diversity of CPA Singapore talent and how CPAs Singapore, who are well-respected in every industry, can contribute in various fields.”
ICPAS appointed AGI Communications to create the advertising campaign. Mr Kenneth Joseph Hu, AGI Communications Group Account Director, said, “It is an honour to develop this campaign with ICPAS and contribute to the growth of the accountancy sector.”
Mr Teo Ser Luck is an integral figure in the public and political sectors and most recently played a key role in Singapore’s successful hosting of the inaugural Youth Olympic Games. As ICPAS Adviser, he provides guidance on the Institute’s strategic direction and development.
A veteran volunteer, Ms Lim Kexin has been volunteering since 17 and has been identified by the World Bank as an emerging youth leader. A community leader, youth advocate and Singapore Management University’s first female valedictorian, she is also a Council Member of National Youth Council and mentor with Financial Women’s Association (Singapore). Kexin has won numerous accolades, including most recently, the Rising Star Award at the Women in Asia Awards 2010 organised by Financial Times and RBS Coutts. The Rising Star Award recognises the young woman with talent and potential in business who is poised to reach thetop.
The advertising copy references Singapore’s development as a global accountancy hub, spurring people to grow their careers by tapping on the inherent opportunities. With the Government driving the vision to transform Singapore into a global accountancy hub, demand for qualified accounting professionals with the right credentials is expected to grow significantly.
About the Institute of Certified Public Accountants of Singapore Established in 1963, Institute of Certified Public Accountants of Singapore (ICPAS) is the national accountancy body that develops, supports and enhances the integrity, status and interests of the profession.
The Certified Public Accountant Singapore (CPA Singapore) is a professional in accountancy, finance and business who has the relevant work experience in addition to a recognised accountancy qualification.
CPAs Singapore serve every corner of the world in every industry. Many of them helm some of the most prominent local and international corporations.
ICPAS accords the CPA Singapore designation. Working closely alongside businesses, ICPAS connects its membership to an unmatched range of information resources, events, professional development and networking opportunities. Presently, there are more than 22,000 members making their strides in businesses acros all industries in Singapore and around the world.
ICPAS’ international outlook and connections are reflected in its membership of regional and international professional organisations like the ASEAN Federation of Accountants (AFA), the Asia-Oceania Tax Consultants’ Association (AOTCA), the International Federation of Accountants (IFAC) and International Innovation Network (IIN).