When accounting goes unaccounted for
Apparently it’s Chuck Rangel day here at GC. Since we know there is a contingent of you that love Rangs and his exploits (and bow ties!) we feel compelled to follow up the ironic tax advice report with this.
We don’t know who’s running against Rangel (anyone?) this fall but we don’t see how this spot would be excluded from the arsenal.
[h/t TaxProf]
The latest edition of CPA video marketing, courtesy of the Pennsylvania Institute of CPAs takes another reality TV angle, parodying the show “What Not to Wear”. While our suggestion to incorporate Lady Gaga or the cast of Jersey Shore seems to have been overlooked for the time being, we’ve been assured by the PICPA VP of Communications that our suggestions are being considered. We won’t push the issue, as there may be better ideas.
Like perhaps, “It’s Always Sunny in Philadelphia”??? It’s a natural fit, amiright?
Sorry. We’re done submitting ideas. Here’s the latest:
Our tepid enthusiasm for this particular video is probably due to the fact that we’ve never seen “What Not to Wear” although we did love the “Breathlessly Judgmental Friend”. Seriously, doesn’t everyone have a breathlessly judgmental friend that you just want to punch in face?
While this parody wasn’t our favorite, we understand that there are CPAs in the Keystone State that probably enjoy this particular spin and it still beats anything we’ve seen from an accounting firm. Keep up the good work Team PICPA.
More PICPA Videos:
Latest PICPA Video: CPAs Are Like Snuggies
Pennsylvania CPAs Insist Accountants Are Funny in New Videos. Which Are Funny
Sure, it’s in Australia but since there’s such a push for an international accounting community it seems appropriate. Our assessment, after the jump:
So he was definitely dressed better than most accountants we’ve come across. Even after he tore the sleeves off. Plus the jump-splits, you have to admit, were impressive. Falling down the steps was an especially nice touch too. But who carries a briefcase?
[h/t Accountant jokes]
The Quaker CPAs have rolled out their latest pitch for “I need a CPA!” and once again, we’re impressed. Fully aware of the Snuggie phenomenon that is still sweeping the nation, the creative team at PAICPA saw an opportunity (even if for just a brief moment):
Like a blanket. With sleeves.
Now that hairy myths, the 1980s drug war, and reality TV/infomercials have been covered, is the next logical step is for the team to incorporate Lady Gaga and/or “The Situation”? Perhaps not but at the very least, it’s worth exploring.
Earlier: Pennsylvania CPAs Insist Accountants Are Funny in New Videos. Which Are Funny
What’s the saying about trends? We can’t remember it but after the suicide attack on the IRS last week, we now bring you a less violent but equally ineffective middle finger to the IRS.
Terry Hoskins, of Moscow, Ohio had IRS liens slapped on his carpeting store and other properties. Apparently he used his personal residence as collateral on the business and these other properties, leading his bank to foreclose on his home. Hoskins wasn’t okay with that:
Whether Terry the Bulldozer was looking to get a Facebook following out of this, isn’t entirely clear. But we will give the guy credit; even if he did this to himself by putting up his personal residence for some bad business deals, he’s got pretty creative for the sake of making a point.
“I made a bad business decision. Fuck you IRS! Up yours, RiverHills Bank! You think I’m not serious? I will rent heavy machinery to prove my point. I will make my loved ones temporarily homeless. I will go on a local NBC affiliate to talk about it. How do you like me now?”
Unfortunately, the timing couldn’t be worse. If that attention whore Joe Stack hadn’t gone on his little flight, Terry could be enjoying Joe the Plumber-esque fame right now. Next time, Terry.
The Pennsylvania Institute of CPAs is tired of everyone thinking that accountants are humorless, soulless, number crunching (did we mention green eyeshade wearing?) nerds, so they decided do something about it.
The PICPA has developed two videos to show everyone that not only are CPAs important business advisors, they can be creative and yes, funny. Despite where you fall on the comedic spectrum (Brian Regan, Chris Rock, Lewis Black, Larry the Cable Guy, Seinfeld, whatevs) you’ve got to admit that this is by far the best attempt at plugging the services that CPAs can provide out there. It doesn’t go the emotional route like Grant Thornton’s campaign or just miss the mark completely like BDO. This is purely for comedic value and it’s refreshing.
Granted, the PICPA is a professional association and not a firm so we aren’t expecting any firm to go with a Big Foot parody or 80s drug ads but let’s keep this angle fresh in our minds, shall we, accounting firms?
Since the Times ran a story on this cultural trend in fall of 2008, and the following video was posted in December ’09, you might say that accountants are again, late to the party but whatevs. And of course it’s an IFRS spin.
While somewhat humorous, it’s still based on a Canadian company and there’s no mention of Sir David Tweedie, which we think is an unforgivable oversight. That being said, it is encouraging that there is at least one Downfall remake out there that encompasses accounting. Personally, we’d like to see some of the following topics addressed using the clip:
• Patrick Byrne getting the news that Overstock has to restate their financial statements, again.
• Tim Flynn learning that the KPMG Salt Lake City office actually accepted the Overstock audit engagement.
• Stephen Chipman receiving word that Grant Thornton was fired from the Koss engagement because VP Sue Sachdeva made off with $31 million and it was discovered by American Express.
• Barry Salzberg finding out that Deloitte only ranked 70th in the Fortune 100 (behind E&Y and P&M) after being #1 on the BusinessWeek list.
We’re sure there are other possibilities. We encourage you to get to work on this ASAP.
This morning we took a look the deadly advertising at BDO and while they came up with a good tagline, they were unable to capitalize on the opportunity to personalize their service with actual clients.
In contrast to the utilitarian feeling of the BDO advertising, Grant Thornton is all about emotions. The most important statement that a professional service agency can make is that it is passionate for the client’s business, and Grant Thornton’s attitude is authentic. The firm is well defined by the tag line, “People who love what they do” and by the whimsical rose mnemonic.
The three spots in the campaign are not balanced. This one about customer service misses the mark. It is long and tedious and continues to run needlessly after the point is made.
This commercial extolling the global capabilities of Grant Thornton is better. It is well written and although it is not particularly visually arresting, it makes the point about the firm capabilities crisply.
The commercial about responsiveness is the best. It stands out because it uses humor and the analogy of the unreliable, hapless goalie is relevant and easily understood. All in all, Grant Thornton tackled the challenge of advertising a professional service firm well.
With Valentine’s Day around the corner will GT take the next logical step and extend their passion campaign in to special topical ad?
Avi Dan is President & CEO of Avidan Strategies, a New York based consultancy specialized in advising professional service companies on marketing and business development. Mr. Dan was previously a board member with two leading advertising agencies and managed another.
Advertising a professional service company is a challenge for ad agencies. First, the subject is not all that interesting, except maybe to the people who work there, their families, and their clients. And second, the differences from one company to another are minute. What you can say about one CPA or law firm is pretty much the same as another. You can’t advertise a firm as doing something better, the way Tide claims to clean better or Crest to whiten teeth better.
What can marketers do when they can’t make a claim that they are better? Why, write a jingle, like Coke or Pepsi of course. However, professional service companies have to maintain some gravitas. Schmaltz and accountants would be like wearing shorts and flip-flops to a client meeting.
We’re presenting some analysis of two current accounting firm ad campaigns, starting with BDO and tackling Grant Thornton this afternoon.
Analysis and videos, after the jump
The solution is to differentiate yourself not by what you say but through the tone of your advertising. And the tone of the BDO’s advertising is deadly, almost literally. It is dark, and cold, and depressing. And it doesn’t work because it takes itself too seriously. The conversations are artificial, and the situations forced.
In the following commercial, as two executives exit an unidentified intuitional-looking edifice, one person says to the other “Reilly hit the roof” about the need to restate. We never find out who “Reilly” is, but are reassured that “the partners are on it”, suggesting that BDO will not send in the juniors to fix the problem.
This second commercial deals with the switch from GAAP to IFRS. Why is BDO best suited to handling it? According to the commercial because of its global resources and because “it’s complicated.” Oh? Weak, pretty generic, arguments.
The best asset BDO has is it tagline, “People who know, know BDO”. That could have been the idea for a very nice commercial, maybe using real customers, but BDO did not capitalize on it.
Avi Dan is President & CEO of Avidan Strategies, a New York based consultancy specialized in advising professional service companies on marketing and business development. Mr. Dan was previously a board member with two leading advertising agencies and managed another.
He’s not really sure how much is debt (Jim, it’s a metric asston) is being restructured but Quigs believes that Dubai will come out of it a-okay.
Black holes aside, Quigs also wants to see global accounting standards which puts him firmly in the camp with the other half of Jim-squared and Knight of Accounting David Tweedie.
We’re not sure when this interview was done but could someone get JQ a cup of coffee or something? The guy seems a little stiff. Plus, no red light/green light of trust from Fox Business? They have got to start getting more creative over there.
After wondering aloud if the Big 4 was just going to spend the entire week at Davos chasing blondes and eating chocolate some of the more easily rankled of you pointed out that Tim Flynn was all business and had already given an interview with CNN. Plus, since we saw Dennis Nally this morning it would seem like there is work being done. God forbid the guys do anything fun while they’re over there.
Anyhoo, we finally got around to watching TF’s chat with Richard Quest at Davos and we thought he did a pretty bang-up job. One thing we would have done different — if we were T Fly that is — was ask DQ why we were excluded from the last CNN interview. “What about it CNN? I’m not good enough for APEC piece but you’re happy to include me on this little campout?” Or something to that effect. We imagine that he was asked to keep it cordial.
Back to business: The one thing that threw us off was the red light/green light of trust thing. Trust doesn’t really strike us a color, least of all green. Think about it: Green = money = Goldman Sachs. Plus, has T Fly seen those tea party people? They don’t trust anyone. See why we’re confused? If you get it, please explain, but watch first.
Way back in August we told you about the unimaginable: accounting fraud on the stage. For those of you worried that the British production of Enron wouldn’t make it to the States, we have BIG NEWS for you.
Enron begins previews on April 8th and opens on April 27th at the Broadhurst Theatre and we’re sure it will sweep the Tonys come awards time. That is, if KPMG doesn’t screw up the count.
For you theatre junkies, you’ll be happy to know that Norbert Leo Butz has been cast in the role of Jeff Skilling. NLB is best known for his roles in Wicked, Dirty Rotten Scoundrels, and Is He Dead? The rest of the cast has not yet been determined but we’re still pulling for Hugh Jackman in the role of David Duncan.
The preview for the British version appears below and — GASP — mark to market is mentioned. So for those of you that aren’t so culturally inclined, maybe this will been enough to pique your interest. See you at the show.