Challenge

ACCA’s brand was suffering from a vague positioning, ‘Prepared to be different’ that delivered an incoherent brand experience and failed to resonate with audiences globally.

Idea

We developed a new vision, ‘to be the world’s most forward thinking professional accountancy body’, and distilled this into a compelling new positioning – Think Ahead – which speaks to all of ACCA’s audiences globally, from students and members to business and governments.

It’s the basis of ACCA’s revitalized brand experience, to be the most forward thinking voice in the profession and to call on its members to do the same in their careers.