Accounting for a Better World

Man Bites Dog created an exciting new, long-term agenda for ACCA – the global body for professional accountants – redefining the role of the profession in shaping a fairer, more resilient and inclusive future for all.

Man Bites Dog conducted in-depth qualitative research, interviewing stakeholders from across the globe on how the accounting profession makes a difference to business, Government and economies. With the global nature of accountancy – and the central role of accountants working in and for organisations – this campaign demonstrates how the profession is unique in its ability to drive change. Guided by ethics, integrity and transparency, it highlights how accountants have a distinctive perspective that ensures the decisions leaders make in all sectors are anchored in an organisation’s core purpose, have a positive impact on stakeholders and shape a path towards a sustainable and equitable future. 

Designed as ‘a big conversation’ to teach, inspire and mobilise others, this agenda was supported with the development of a ‘hero’ digital campaign brochure for use with external stakeholders and a collection of stories based on interviews with leaders of public and private organisations, accountants and ACCA leadership, on each of the seven dimensions of impact.

To equip ACCA’s own people with the underlying brand narrative, we developed an internal ‘foundation’ document. We also created a Big Conversation toolkit to engage influential stakeholders in debate about what more the profession could do to create a better world.  

The Accounting for a Better World brand platform is the foundation of a critical, long-term agenda, highlighting how the accountancy profession is shaping a better future for all. It has been the catalyst for ACCA to convene and engage a community of change – global governments, policymakers, international business leaders and others – on the role of the profession in driving positive change and helping policy makers realise a better world.

The initiative has been rolled out across the globe, to the ACCA community and beyond, and continues to be amplified. 

The campaign has already played an important positioning role at a number of milestone events, including an international assembly with senior business and finance professionals from around the world. There have been dedicated in-person briefings and webinars for other key stakeholders such as global governments, and the initiative is forming a crucial part of planning ACCA’s presence and impact at the forthcoming World Congress of Accountants.

Accounting for a Better World won 'Communications Campaign of the Year' at the International Accountancy Forum and Awards.