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Association Of Chartered Certified Accountants (ACCA)

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The Challenge
When ACCA officially opened its representative office in Vietnam in 2004, Pioneer was selected to help enhance ACCA’s brand awareness in Vietnam through media and public relations. At the time, the ACCA brand was not widely-known among Vietnam’s civil authorities, financial organisations, entrepreneurial community, as well as students.

The Solution
Pioneer worked with ACCA to raise wareness and understanding of the ACCA brand and the value of its qualifications. Furthermore, media campaigns run by Pioneer position ACCA qualifications as the solution to Vietnam’s shortage of internationally recognised accountants and auditors in the country’s transition to a market economy and international economic integration. ACCA-related news covering topics such as human resources, finance, professional training appeared frequently in the media and press.

The Result
ACCA has become a highly-recognised brand in Vietnam after 4 years of substantive strategic communications. During this span, more than 2,000 Vietnamese students have enrolled in ACCA courses. Of nearly 300 international auditors, 244 have an ACCA certification. Vietnam’s ACCA-certified are not only recognised in the United Kingdom, Canada and Singapore, but are also widely-recruited by Hong Kong, South African and Japanese companies.

The success is clearly demonstrated in the increasing number of graduating students, employer recognition for ACCA-certified and the close cooperation of the Ministry of Finance, State Audit and many universities in Vietnam, thus, contributing enormously to the development of the accounting and audit industry in Vietnam.

  • Services Provided
  • Strategic Communications
  • Media relations
  • Brand Positioning
  • Government relations
  • Issues management
  • Coalition building

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