Date issued: 22 September 2008

Accountants who combine logical and lateral thinking are the cornerstone of a new drive by CPA Australia to demonstrate the value its members add to business. 

CPA Australia president Alex Malley, a confirmed blogger, said 'Mention creativity in conjunction with accounting and it's bound to raise a few eyebrows. Creative accounting is a much maligned phrase. If CPAs weren't able to think about what the numbers tell them and create opportunities for growth, a lot of businesses wouldn't be enjoying the success they are now. The truth is out there.

'Business is about the pursuit of success and finding staff that can bring the competitive edge.

'What we're saying is that a CPA adds more than numbers to your business. They have two sides. One is logical and analytical and the other is innovative and visionary. Businesses need both.

'After training to bring these qualities to the fore, a CPA has both the technical expertise and the ability to see the bigger picture. It is this unique combination that drives business success.'

To combat perceptions that accountants are boring, and to attract more people into the profession, CPA Australia has previously run advertising campaigns that have reflected the diversity of its membership, inspirational role models and the opportunities and excitement which accounting offers as a career. Its new 'think plus create' campaign is intended to further awareness of how accountants operate and the value they add to business.

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