Chartered Accountants ANZ and independent creative comms agency Connecting Plots Group have launched the next chapter of ‘Make EPIC Things Happen’. Building on the 2024 campaign which set out to inspire high school students to consider accounting, the new phase shifts the platform to clear, actionable guidance for a wider audience through a suite of new and enhanced personal pathways into the profession.
Designed for students in non-accounting degrees, career-switchers and professionals looking to future-proof their careers, the newest evolution introduces a more practical “how” layer. It shows the benefits of becoming a CA, no matter what a person’s background or where they are in their career. This creates opportunities for people to start where they are, recognise what they’ve already achieved, and chart a personalised pathway toward becoming a Chartered Accountant (CA).
The campaign directly connects to CA ANZ’s refreshed set of entry routes, including CA Fundamentals (a work-and-learn pathway for early talent), a refreshed CA Foundations program for non-accounting graduates and re-enterers, and a strengthened approach to recognising prior learning to accelerate progress. CA ANZ’s new online Pathways tool enables future Chartered Accountants to map a personalised starting point based on their education and experience, providing clarity and confidence from the outset.
“Selections for careers are happening at younger ages, and we know from our research that purpose, progress and security matter a lot,” said Chelsea Wymer, chief marketing officer at Chartered Accountants ANZ.
“This phase of Make EPIC Things Happen turns inspiration into a practical plan. Whether you’re mid-degree in another field, already working in a neighbouring discipline or ready to step into something more future-focused, our updated pathways make becoming a CA more accessible for everyone.”
Developed by Connecting Plots Group, the creative retains the swagger of the platform while shifting its focus from brand storytelling to action. Two 30-second hero films profile a trainee medic and a music roadie, illustrating how diverse study and career backgrounds can translate into recognised credit toward the CA ANZ journey, and a more fulfilling career.
A full-funnel suite of creative and performance assets, alongside campus and partner activity, drives audiences to the Pathways tool, where they can see their next steps in minutes and drive conversion.
“In 2024, we made accounting feel relevant to Year 11 and 12s, and this next iteration keeps that momentum,” added Tom Phillips, CEO and co-founder, Connecting Plots Group. “This phase is showing that no matter where you’re at, becoming a CA can be the credential that opens the right doors for you.”
The initiative is part of CA ANZ’s broader effort to expand the talent pipeline and open the profession to high-potential candidates from a more diverse range of backgrounds. By pairing an aspirational platform with practical, flexible entry routes, CA ANZ aims to build long-term industry relevance and strengthen the association.
Credits:
Client: Chartered Accountants ANZ
Chief Executive Officer: Ainslie van Onselen
Chief Marketing Officer: Chelsea Wymer
General Manager, Brand: Rachael Rankin
Head of Brand & Creative Services: Al Gounder
Senior Manager, Brand Marketing: Jess Styles
Senior Marketing Executive: Eimear Courtney
Creative & Comms: Connecting Plots Group
CEO: Tom Phillips
CCO: Dave Jansen
Managing Director: Kate Sheppard
Creative: Matt Geersen & John Gault
Senior Account Director: Alana Spinelli
Creative Operations Director: Mary Morrell
Design Director: Blair Palmer
Production: Infinity Squared
Director: Toby Morris
Senior Producer: Nick Mutton
EP: Erin McBean
Media: Involved
Group Account Director: Jenn Reid
Strategy Director: Saffron Carter
Account Manager: Beth Giles
Account Manager: Haylee Wyld
