Association Of Chartered Certified Accountants (ACCA)

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 organizations, entrepreneurial community, and students.

The Solution

Pioneer worked with ACCA to raise awareness 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 recognized 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 frequently appeared in the media.

The Result

ACCA has become a highly recognised brand in Vietnam after four 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 professionals are not only recognised in Canada and Singapore and the United Kingdom , but are also widely recruited by Hong Kong, Japanese and South African companies.

The success is clearly demonstrated in the increasing number of graduating students, employer recognition for ACCA certification 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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