2016 Asia-Pacific Stevie Awards Gold Winner - CPA Australia Limited
Company: CPA Australia Limited, Hong Kong, China
Category: Award for Excellence in Innovation in Financial Industries
Entry Title: 130 years of excellence in Corporate Innovation
CPA Australia is one of the world’s largest and most respected professional accounting bodies. We are recognized for our high standards training programs, advocacy, and a membership network which extends throughout the global business community. Celebrating our 130 years of influence, we have a worldwide total of over 155,000 members in 118 countries of which over 35,000 members resides outside of Australia, making us the largest Australian membership body outside of Australia.
Corporate social responsibility
CPA Australia has a strong duty of care for the wider community. Every year, we gather accounting professionals in Hong Kong to participate in our Christmas Carnival to support the underprivileged children. Donations and gifts would be delivered to the families on the day. We won the HSBC Living Business Merit Awards for “Community Engagement” and “People Caring” in 2014 and received the “Corporate Volunteer Service Award” in 2015 for our dedicated service to the underprivileged community in Hong Kong.
Corporate communications
CPA Australia is committed to preserve the personal touch in our communications with members through print, television, website, social media and events.
Our member magazine - INTHEBLACK, provides global perspectives on business issues. INTHEBLACK won numerous awards over the years, including “The Magazine of the Year 2014” at the Publishers Australia Excellence Awards. INTHEBLACK also has a digital platform whereby members can retrieve articles on the site.
We are the only Australian membership body with our own television series - The Bottom Line and The Conversation with Alex Malley. The shows are broadcasted on Channel 9 in Australia. Our Chief Executive, Alex Malley, interviews iconic leaders, including Neil Armstrong (first man on the moon), former New Zealand Prime Minister, Helen Clark and Olympic gold medallist, Kathy Freeman. The show attracted over 1.7 million viewers and positioned CPA Australia as an industry pioneer on leadership conversation.
Since 2013, CPA Australia launched a mentoring site - The Naked CEO, to provide students with career advices. Our Chief Executive, Alex Malley, made short videos with multinational organisations like IBM, Big Fours, and Heinz, to show students about corporate work expectations. Alex also shared his career experiences with the students on the website.
Over 2.5 million people visited the website since 2013 and the site won the 2014 Mumbrella Awards for Best Content Marketing Strategy of the Year. In 2014, Alex consolidated his experiences into a book -The Naked CEO. The book became the best seller in Australia. In 2016, the book will be translated into Chinese and will be sold in China later this year.
To celebrate our establishment in Hong Kong, CPA Australia published a book highlighting our members’ achievements in Greater China. The book was distributed across Hong Kong with the South China Morning Post (SCMP) newspaper this year. The stories are also being shared on the SCMP website.
To drive deeper engagements with our members, we host large scale events like the CPA Congress across 14 cities every year. Our Congress is the largest accounting conference in the Southern Hemisphere, attracting over 10,000 delegates each year with distinguished leaders being our speakers.
Also connecting with our next generations of members, we host our Career Expo events for students across Australia and Singapore, Hong Kong, New Zealand and Malaysia, opening up opportunities for students in the accounting and finance industry.
Product design & development
CPA Australia provides a world-class training program for professional accountants. Our CPA Program is recognised with ISO 9001 certification for our quality management system. Every year, over 54,000 exams were conducted across 69 countries.
In 2014, CPA Australia won the Business Excellence Award for Education and Training at the Australia China Business Awards. The award recognizes our dedication in providing the best education and training products for our members in China.
Supporting Materials:
Australia & Hong Kong Year in Review 2014
http://www.cpaaustralia.com.au/
http://www.scmp.com/topics/cpa-australia-60-years-hong-kong
http://www.educationpost.com.hk/cpa-australia-60-years-hong-kong