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Tuesday, January 21, 2003

Do Accountants Use Pop-Ups?

It was an expensive-looking, and no doubt expensive, TV and print campaign for the Certified General Accountants of Ontario. They picked out a long list of actual accountants with names that were also words, and then they'd theme them together and create a clever pun. They'd put Bob English with Larry German and Wanda Ireland (or John Wrench, Sue Sprocket, and Sam Shovel), have them smile (conservatively) at the camera, and slap a pun on it, wrap it in some nice, conservative blue graphics, and trot out the tagline: "Certified General Accountants. We're the name brand for business."

Light humor, conservative touch, and a boatload of association cash spent on "branding."

So why, now, when I go to the home page of The Globe and Mail, do I get a popup ad in connection with this campaign? People hate popups. Putting popups on the Globe and Mail site is a bit like it would be if you put popups on Google - a massive miscalculation of the audience's likely response.

So, the expensive branding campaign now looks cheap and stupid. But I suppose that's probably a nice parallel for the recent deterioration of accounting's public image.

Posted by Andrew Goodman




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