Brand agency SomeOne has helped TTI launch their first-ever integrated brand campaign to coincide with the celebration of 80 years of industry involvement through a bold, copy-driven platform that’ll leave TTI on the tip of the tongue.
The campaign coincides with the appointment of new CEO, Scott Treatt, CTA, which marks a pivotal moment for the organisation’s future direction.
Established in 1943 with the aim of educating and furthering the development of tax professionals, The Tax Institute (TTI) remains the leading tax forum in Australia. Yet many of us have never heard of them, including those in financial services.
What’s more, the principles (and people) that initially set them up for success aren’t the same as they are today. The new campaign aims to change this.
With an ambitious target of +8% new memberships and a strong lean into building their name among the up-and-coming generation of tax professionals, TTI needed an awareness campaign that, above all else, tells Australians who they are.
SomOne partnered with long-term strategic collaborator Kate Leury Nielsen to pluck out defining insights key to the needs & behaviours of existing members, tax professionals, and next-gen graduates on the fence about their career moves through a series of group sessions and membership data.
This research led to the brand-defining proposition that ‘You can’t talk tax without The Tax Institute’. A pointed truth gleaned from their being the one organisation in Australia that only deals in tax.
Intended to guide the organisation for many campaigns to come, the proposition comes to life initially in a brand awareness campaign that unabashedly touts The Tax Institute, loud and clear, by referring to themselves as the ‘everyting tax’ institute.
A bold, typographic campaign that verbally demonstrates all the ways that TTI is, quite literally, at the centre of the tax conversation, while also aiming to shift perceptions of what a career in tax looks like.
“The theme of ‘talking tax’ is the golden thread that joins the campaign and becomes a voice for the industry. Language is the primary mechanic, pulling away from flashy graphics in favour of clear messaging and playing to the insight that our audiences respond better to the written word,” said Tom Dabner, creative director at SomeOne.
“The concept is simple. It allows TTI to adapt their messaging, target specific audiences and react to topical issues as they arise,” said Michelle Jin, lead designer on the project.
The simplicity in execution is designed to empower TTI’s internal teams and encourage tonal variation in future iterations. It can just as easily be serious as it is playful, tuned to the audience.
The campaign launched to the industry at TTI’s yearly Tax Summit in September and is in market now across digital and film, including with industry media giants AFR & Accountants Daily, with outdoor planned for 2024.
“TTI is at an organisational turning point. I’m extremely excited to bring the next generation of tax professionals into the fold and open up a multitude of conversations around tax. This campaign is the beginning of those conversations,” said Tania Corvelo, head of marketing and customer experience, The Tax Institute.
Credits
The Tax Institute:
Tania Corvelo
Amanda Crowther
Lara Shaw
SomeOne:
Rebecca Bosustow, Client Services Director
Tom Dabner, Creative Director
Michelle Jin, Lead Designer
Kate Leury Nielsen, Strategic Director
