The aim of the congress was to elevate the conversation of global accountancy, and the brand outlook of the host organisations. Here’s how we helped them achieve that aim.

The challenge

Can accountants save the world? The World Congress of Accountants 2018 aimed to answer this question in the affirmative with a bold content program promoted via our integrated marketing campaign.

More than 5,500 global delegates from 119 countries rallied to the call to participate in ‘one chance to shape the future’ of their profession.

The solution

Utilising our brand process and Beliefonomics framework, we established:

  • Creative insight: Accountants wanted to reinforce a sense of purpose, and learn how collaboration could address global challenges
  • New brand image, positioning and creative platform: “Global Challenges. Global Leaders.”
  • Full suite of creative services:
    • Logo rebrand, a new tagline
    • Earned media campaign
    • LinkedIn, Facebook, Twitter
    • Electronic, billboard, elevator advertising
    • Video and written content
    • Multi-stakeholder engagement with CA ANZ, CPA Australia, IFAC and other member bodies

The Outcome

  • The attendance of 5,722 delegates from 119 countries (a 44.5% increase on previous attendance), a high session rating of 4.27/5 and 96.9% positive sentiment on social channels.

    – 86 million reach or impressions for WCOA globally

    – 19 million PR campaign reach in print and digital

    – 890,000+ website views and more than 280,000 unique visits

    – 5 million social media campaign reach across 14-month lifespan

    – 44% month on month growth of social media engagement

    – 45% uplift in attendance

   – 4.72/5 high session rating

   – 96.9% positive sentiments on social media

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