Direct marketing
ICAEW proposed merger with CIPFA
The Institute of Chartered Accountants in England and Wales (ICAEW) and the Chartered Institute of Public Finance and Accountany (CIPFA) agreed to progress a proposal to integrate the two Institutes. They wanted to maximise voter turnout and the positive vote amongst a largely ambivalent, generally supportive but apathetic membership.
A proposition was needed that would readily communicate the proposed merger to ICAEW members. FMS developed a creative treatment that showed atoms/strands of DNA connecting to create ‘new life’.This was married together with the strapline ‘Strength in numbers’ to communicate the coming together of two bodies to create one stronger entity.
An integrated communications strategy was put together across all direct membership channels to ensure comprehensive coverage of the key market segments, increase message effectiveness, achieve higher recall, better awareness and a stronger call to action.
As a result, the ICAEW achieved their biggest voting turnout for many years (56,000 versus an average of 20,000).
We help our clients create, and establish, succesful brands that capture hearts as well as minds.
Our creative work is driven by our insight - our understanding of brands, consumer behaviour, and market dynamics.
Good design is a critical component of business performance and is an effective tool in outperforming competitors.