The American Institute of CPAs launched a national brand campaign Tuesday championing the CPA profession, with trust as the central theme.
The campaign aims to sharpen the public’s understanding of what CPAs do and the varied roles they play, as well as to build demand for CPA expertise among business leaders and the families and individuals that they serve, the AICPA said in a media release.
The initiative, developed in collaboration with state CPA societies, also seeks to deepen recognition of the profession’s full range and value.
“This campaign reinforces that the CPA is more than a license—it’s a source of clarity and confidence that helps businesses and individuals make smarter, safer decisions,” Susan Coffey, CEO of public accounting for the AICPA, said in a statement. “The public’s trust in CPAs is strong. Now we want to expand understanding of everything CPAs do to show how CPAs keep the economy moving by partnering to solve problems, create opportunity, and move from uncertainty to action.”
The national ad campaign underscores that trust is not a message or marketing claim but something built into CPA licensing, ethical obligations, professional oversight, and expertise, the AICPA says. For licensed CPAs, the initiative is a signal that the profession is investing in itself, showcasing its value, and inviting every member to take part in the story.
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The main components of the campaign include:
- National cable advertising: A flagship commercial appearing during Squawk Box, Fox & Friends, and Morning Joe in June will kick off the campaign and introduce the central message, “CPA: Where Trust Meets Expertise,” to a broad audience. The ads will showcase how every decision begins with trust, and how CPAs serve as trusted partners for what matters most. The commercial can also be viewed on the campaign website, TrustedCPA.org.
- Major news network partnership: A digital media partnership will extend the campaign’s reach with business leaders and others.
- Digital and paid social: Targeted digital and social media will meet audiences where they get their news and highlight real stories of CPA impact.
“This campaign will tell the story of our profession, its impact, and why the CPA is the most trusted business advisor,” Mark Koziel, president and CEO of the AICPA, said in a statement. “CPAs do more so that others can do more. Most Americans don’t know how much depends on that work. This campaign will change that.”
Photo credit: Screenshot from TrustedCPA.org.
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Tags: accountants, Accounting, advertising, AICPA, cpa, CPAs
