ICAEW

The Institute of Chartered Accountants in England and Wales (ICAEW) is one of the world’s leading professional membership organisations, responsible for training and supporting future chartered accountants.

In 2025, ICAEW launched the Next Generation ACA qualification. As its most substantial update in over 30 years, it ensures tomorrow’s accountants have the technology, sustainability, and ethics skills to lead in a fast-evolving business landscape. Helping organisations build finance teams that are resilient, future-ready, and equipped to thrive amid rapid change.

The Team was engaged to deliver a targeted communications campaign to persuade employers of the value of ACA training for their teams and the benefits for business.​

Many businesses continue to struggle with talent recruitment and retention, as well as upskilling teams to keep pace with technology, regulation, and market dynamics. Our challenge was how to showcase the superior benefits of the ICAEW qualification and to drive home the strategic importance of preparing the finance teams of today and tomorrow for the future through progressive, high standard training, like that offered from the Next Generation ACA.​

We devised a campaign showcasing how the ACA is ‘The Complete Package’. This was bought to life across four pillars that each represent the qualities and attributes the ACA enables:

• Complete confidence
• Complete Capability
• Complete Clarity
• Complete Credibility

And we demonstrated how these qualities can empower employers and their staff. The campaign placed ACA qualified and future-ready chartered accountants front and centre, surrounded by the skills the ACA had given them.

To visually capture the unique depth and dimension of the ACA qualification, we developed the ‘Skills Frame.’ This is a dynamic, 3D network built from the ACA’s core competencies, the very elements that make the qualification stand out. The frame surrounds one of seven actual ACA-qualified campaign stars and adapts dynamically to each individual, highlighting different proof points relevant to their specific experience.

Through striking creative assets and direct messaging, the campaign sought to resonate with CEOs, CFOs, and HR directors, emphasising the strategic returns of training with the ACA. Key elements included:

• A personal letter to CEOs, published in The Economist, making a business case for training, future readiness, and building enduring skills within organisations.
• A podcast featuring ACA qualified industry leaders and ACA students, that explored contemporary challenges in finance, the evolving role of accountants, and how the ACA delivers value to employers and the business.
• Digital and print materials, highlighting the key attributes and benefits of the Next Generation ACA.

This employer-first campaign positioned the ACA as the “complete package” for forward-thinking organisations, driving awareness, interest, and new training partnerships. It also offers actionable insights to develop world-class finance teams.

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