For over twelve years we have delivered brand solutions that are as effective as they are creative.
Whether it be a new brand, a rebrand, brand development, communications or a specific campaign or promotion, we have the skills and expertise to deliver multi-channel brand intervention projects.
We work with the following business sectors:
- Education and training
- Hospitality and tourism
- Professional and business services
- Retail and property
- Sport and leisure
- Science, engineering and technology
Institute of Chartered Accountants of Scotland
Professional educationFor a full case study please click here
Understanding the business objectives, goals and project scope.
This campaign had two clear objectives relating to key target audiences:
- Graduate Students: to develop a new recruitment campaign, to raise the profile of ICAS and the CA qualification in the minds of those not proactively choosing an 'accountancy' route.
- Employers: to position the ICAS' CA as the best training qualification in the UK which produces balanced trainees with bright business minds - in order that employers increase engagement and CA trainee places with ICAS.
How did Tsuko meet these objectives?
Tsuko undertook qualitative research on behalf of ICAS, to investigate the perceptions of relevant audiences to ICAS' graduate recruitment activities (students and employers alike).
The research identified a range of audiences both engaged with ICAS, and not, and their key considerations in respect of choosing a career in accountancy. The outcomes informed the creative brief and importantly, the tone of voice and key messages for the campaign development.
Making it happen
Tsuko's service included Planning, Account Direction, Creative Development (art direction and copy) and deployment (design and artwork). The campaign proposition; 'Look beyond the numbers. Become a CA.' was developed. Various illustrations made up of numbers were created. The approach was applied to a range marketing literature, display materials, brochures, leaflets, press ads and a recruitment website. All executions reinforced the campaign message that the ICAS CA training programme delivers much more.