News from the profession

A summary of current CICA projects and initiatives

New leaders join the CICA board

At its annual general meeting in September, the CICA welcomed two new leaders to the CICA board of directors. Alain Benedetti, FCA, becomes chair after having served as vice-chair of CICA’s board for the past two years. Until his retirement in 2004, Benedetti was vice-chairman and Canadian area managing partner at Ernst & Young. He began his career with Clarkson, Gordon & Co. in Montreal in 1970. Benedetti has served on numerous boards including Concordia University (past chair), St. Mary’s Hospital (past chair), the board of directors, Canadian Club of Montreal (past president) and the board of the St. James Club of Montreal (past chair). He is currently a member of the board of governors of Dynamic Mutual Funds and a board member of Dorel Industries Inc., Russel Metals Inc. and Birks & Mayors Inc.

Joining the CICA board of directors as vice-chair is Douglas N. Baker, FCA. Baker has held senior financial positions in various oil and gas exploration companies for the past 23 years. During the past nine years, he has been CEO, cofounder and promoter of three successful oil and gas companies. Baker’s career began at Deloitte Haskins and Sells in 1975. He served as Alberta’s representative to the board of examiners from 1989 to 1993 and as chair from 1995 to 1996. He has also served on the International Qualifications Appraisal Board since 2000. He was member of Council at the Institute of Chartered Accountants of Alberta from 1998 to 2003 and president in 2002-2003. He currently serves as the chair of the board of directors of the CA School of Business.

Benedetti takes over the position of chair from David A. Hope, FCA, who has completed a successful two-year term focused on reinforcing synergy and collaboration within the profession, ensuring that standard-setting activities acknowledge, anticipate and respond to market changes and deepening the profession’s involvement in international affairs.

Other changes on the CICA board of directors include the appointment of Charles Henaire, FCA, from Winnipeg, who replaces Barbara Simpson, FCA who has completed a four-year term. In addition, Rod Barr, FCA from Toronto, replaces Tom Hards, FCA, who has served on the board since 2003. The appointment of Kevin Dancey as CICA’s president and CEO, following the retirement of David W. Smith, FCA, was announced earlier this year.

Branding research measures effectiveness of image ad campaign

The CICA and the Provincial Institutes/Ordre recently launched a major branding campaign that includes a significant advertising buy.

While some provinces have done some regional brand advertising, this is the first national campaign to be carried out in several years. It is by far the largest advertising campaign ever undertaken by the profession.

To determine the extent to which the advertising is meeting its stated objectives, the profession is surveying three key stakeholder groups — the market that uses and employs CA services, the public and members. The purpose of the research with the first two groups is to benchmark and measure changes in the perception of CAs, in awareness and impressions of the various financial and accounting designations, and in recollection of the advertising. The member research will measure member satisfaction with our advertising.

Benchmarks for the market group were established in February 2006 and benchmarks with members and the public were set in late August. Tracking with the market and members will begin following the end of the first cycle of TV ads, and tracking with all three stakeholder groups will be repeated at the end of March 2007.