Professional body: global leader

The world’s leading training and professional membership body for accounting, ACCA is the global gold standard for expertise, professionalism and ethics in financial management. As such, it has an important role to play in recruiting new talent into the profession – inspiring young people and career changers to understand the importance and reward of a career at the heart of business decision making.

ThisCity has developed global advertising campaigns for ACCA, positioning finance as the universal language of business and showing how ACCA-qualified professionals can find rewarding roles in any business, any sector, anywhere. In our third global campaign, we focused on Gen Z’s motivators, particularly the emphasis on individuality, and developed a dynamic campaign around the hook ‘Be You. Anywhere.’ Working closely with marketing and brand teams, we created a suite of social media templates, imagery and copylines and a toolkit that uses consistent messaging and style to drive regionally tailored campaigns around the world.

We have also developed campaigns for specific ACCA qualifications, including the entry-level Foundations of Accounting, again emphasising how an understanding of finance is a platform to launch a career in any sector. Alongside advertising, we have developed web content, interactive brochures and an interactive Map my Career tool that has been used to drive engagement in African markets for more than five years.