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AICPA Launches Ad Campaign for CPAs

December 30, 2010

The American Institute of CPAs has begun promoting the benefits of the CPA credential in new advertising and marketing campaigns.

The ad campaign, centered around a public service site called 360 degrees of taxes, shows CPAs in action settings similar to astronauts, mountain climbers and members of the Coast Guard. They feature the tagline, “Your CPA. Few prepare as rigorously,” followed by, “They are the commandos of finance. The best of the best. CPAs have more experience, a larger skill set, and a grater breadth of knowledge. So don’t trust your taxes to just anyone. Go with a supremely trained professional. A CPA.”

In conjunction with the ad campaign, the AICPA has also put together an online marketing toolkit that CPAs can use to promote their own practices, and educate the business community and the general public about CPA services. Among the tools offered are print ads, client brochures, speeches and PowerPoint presentations, social media marketing tips, and new tax season resources.

One reason for the new marketing and ad campaigns, according to the Journal of Accountancy, is that the AICPA is worried that the IRS’ new regulation of tax preparers might create some confusion in the general public.

The AICPA has also been busy on another front. As it pushes for the creation of a separate standards board for private company accounting rules, and awaits a final report from the Blue Ribbon Panel on Standard Setting for Private Companies, it has launched a new Web page on its own site discussing private company financial reporting.

The site includes videos from AICPA president and CEO Barry Melancon, and AICPA chairman Paul Stahlin, who is the regional president of Skylands Community Bank, in Somerville, N.J. You can check out the videos at

Comments (2)
I agree with tnt. In my years in the accounting business, I have met CPA's who don't know squat. College grads without a clue in the real world, just regurgitating regulations and formulas, but they still need me to do their tax return for them because they don't understand it.

When you get a call from a real person who needs your help, you had better know how to relate and handle it, CPA or not. I easily passed all parts of the cpa exam, except audit, which I never worked at and don't need in my lifetime, thank you.

The people in this country don't care about that when they are running a small business or get that letter from the IRS, they just want you to return their phone calls and help them out for a reasonable price.

I have clients who've never even met their old CPA in person. I love my work, I don't advertise but I get lots of referrals and I love taking business away from the CPA's.
Posted by sanfordrund | Monday, January 03 2011 at 7:05PM ET
I can name many CPA's that are anything but supremely trained. I can also name many folks that are supremely trained that are not CPAs.

It's just these kinds of ego driven ads that potentially just sets us up later for the crash in the courthouse, when the ads just don't quite add up when compared to the poor accountant now being sued.

That's why I get close to throwing up when I see any of the ads by the members of the Final 4, or their "competitors" a notch or two below. Does anyone read the litigation summaries in the newspapers except me?

Commandos? Really? Gimme a break.

Get those private company accounting rules done and issued so we can appropriately serve our clients. Leave the ad writing to those that are in the business of writing ads no one listens or believes. Howabout a pink pig or an adding machine tape that flies?
Posted by topbeancounter | Monday, January 03 2011 at 6:12PM ET
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