The Institute of Chartered Accountants in Australia 2008 Report to members

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The Institute of Chartered Accountants in Australia 2008 Report to members
The Institute of Chartered Accountants in Australia
                                                        2008 Report to members
                                                        Including full financial statements

charteredaccountants.com.au
The Institute of Chartered Accountants in Australia 2008 Report to members
2

About the Institute
The Institute of Chartered Accountants in Australia is the
professional body representing Chartered Accountants. Our
reach extends to over 60,000 members and aspiring members
– more than 48,000 Chartered Accountants and more than
12,000 candidates currently enrolled in our postgraduate
Chartered Accountants Program.
Our members work in diverse roles across commerce and
industry, public practice, academia and government throughout
Australia and in 119 countries around the world.
The Institute is a founding member of the Global Accounting
Alliance (GAA), an international accounting coalition of the
world’s premier accounting bodies. The GAA has more than
700,000 members and membership of the eight global institutes
is automatically available to members of the Institute in Australia
without the requirement of further study.                                                                    Leading the
The Institute was constituted by Royal Charter in 1928 and
now operates under a Supplemental Royal Charter, granted
                                                                                                             profession
by the Governor-General on behalf of Queen Elizabeth II                                                      since
                                                                                                             1928
on 19 August 2005.

The Institute of Chartered Accountants in Australia, Incorporated In Australia Members’ Liability Limited.
ABN 50 084 642 571. Job Number 0708-11
Published by: The Institute of Chartered Accountants in Australia
Address: 33 Erskine Street, Sydney NSW Australia 2000
2008 Report to members: including full financial statements
ISSN 1834-0423

©The Institute of Chartered Accountants in Australia
2008 Report to members
The Institute of Chartered Accountants in Australia 2008 Report to members
3

                                                       Contents
                                                       President’s message .............................. 5
                                                       CEO’s review .......................................... 6
                                                       Highlights . .............................................. 8
                                                       Strategic initiatives ................................. 9

                                                       The year in review
                                                       Relevance to members
                                                       and stakeholders................................... 10
                                                       Leadership and competitive
                                                       positioning............................................. 14
                                                       Growth to ensure
                                                       a sustainable future............................... 19
                                                       Global positioning.................................. 22
                                                       Ensuring the Institute is fit
                                                       for the future.......................................... 24
                                                       People and culture................................. 26
                                                       Sustainability review.............................. 27
                                                       Environment.......................................... 28
                                                       Social...................................................... 29

                                                       Corporate governance
                                                       The Board ............................................. 35
                                                       Board and advisory committees........... 37
                                                       Corporate Governance Statement........ 39
                                                       Risk management and audit................. 40

                                                       Financial statements
                                                       Financial statements contents.............. 44
                                                       Financial statements.............................. 46

                                                       Contact details....................................... 77

©The Institute of Chartered Accountants in Australia
2008 Report to members
The Institute of Chartered Accountants in Australia 2008 Report to members
4

Vision

  Leading the profession
  The Institute will be:
  > A visionary organisation
    with respected thought
    leadership and key
    business partnerships
  > Setting the benchmark                              Purpose                          Organisational core values
    for the highest ethical and                        Through its leadership,
                                                                                        P Play it straight
    educational standards                              the Institute enhances
  > Providing a Chartered                              and promotes the reputation      R Respect builds success
    Accountants brand which                            and role of Chartered
                                                                                        I   Improve and innovate
    is the passport for lifelong                       Accountants, both individually
    career success                                     and collectively, and ensures    D Deliver to win together
                                                       the highest professional
  > Representing and leading                                                            E Expect the best
                                                       quality of its current and
    the members nationally
                                                       future members, for the
    and influencing regionally
                                                       benefit of the business
    and globally.
                                                       community and the
                                                       public interest.

©The Institute of Chartered Accountants in Australia
2008 Report to members
The Institute of Chartered Accountants in Australia 2008 Report to members
5

President’s message

Business leaders are under more scrutiny               proposed system. We are also identifying
and are more accountable than ever                     potential opportunities to use tax policy
before. An integral part of our vision of              to drive behavioural change that reduces
leading the profession is to lobby on behalf           emissions usage.
of our members to reduce over-regulation
                                                       The Institute’s strategic plan details our
and help businesses interpret the latest
                                                       response to the current and long-term
international reporting standards.
                                                       issues facing the Institute and sets out
Over the last year, the Institute has                  the initiatives that will help us achieve
published 10 leadership reports and hosted             our vision of leading the profession.
a range of workshops, forums and debates
                                                       These will ensure the Institute becomes
on issues such as ethics, differential auditing
                                                       even more relevant to members, maintains
and extended performance reporting.
                                                       its influence with governments and
A welcome success for the Institute this               regulators, is more competitive both here
year was the introduction of a national                and globally, has a sustainable and growing
framework of schemes that limit the liability          membership and is able to attract and
of our members. After 20 years of                      recruit the best staff.
negotiation with state, territory and federal
                                                       To ensure the Institute is on the right track,
governments, we have secured a first for
                                                       the Board undertook a substantial strategic
any Australian profession and a first among
                                                       review during the year. This review
the accounting profession globally. This
                                                       confirmed our overall strategic plan and         and eliminates the need for a bridging
was a significant outcome for us, and for
                                                       made necessary amendments to take us             course. Globalisation is a key part of
you, our members.
                                                       through to 2010.                                 business today and the GAA ensures our
Thanks to the approval we secured in all                                                                members’ transition to GAA countries
                                                       These amendments reflect the changing
states except Tasmania, the schemes are                                                                 knows no boundaries.
                                                       environment, a greater focus on leadership
operative under state law. Commonwealth
                                                       positioning nationally and globally and the      In 2008 the Institute celebrates its 80th
approval means that members are covered
                                                       need for improved processes and                  year and we reflect on all that has been
against claims made under the Trade
                                                       infrastructure to better respond to              achieved since 1928 when His Majesty
Practices Act as well.
                                                       members’ needs.                                  King George V constituted the Institute
Another area of major international                                                                     of Chartered Accountants in Australia by
                                                       Assessing progress against delivery of the
regulatory significance is sustainability and                                                           Royal Charter. We are justifiably proud of
                                                       six objectives in our strategic plan is the
the need for businesses to be accountable                                                               our heritage, our currency and our vision.
                                                       best way to measure the Institute’s success
for their environmental footprint.
                                                       in 2008, and we have structured the report
Australia is playing an important role in              to give members an understanding of
international activities that are leading to           how we have performed against our
emissions trading, the permanent storage               strategic goals.
of emissions through sequestration,
                                                       As a founding member of the Global               Andrew Arkell
and development of carbon credit
                                                       Accounting Alliance (GAA), we continue to        President
offset activities.
                                                       work closely with our international peers in
With the focus on an Australian Emissions              professional accounting bodies in shaping
Trading System for 2010, the Institute is              the profession on a global scale.
developing a number of projects in this
                                                       The Institute has recently completed work
area. For example, we worked with a
                                                       to confirm our full mutual recognition of
member firm to prepare a report that
                                                       eight GAA institutes’ qualifying programs
will help the government identify the tax
                                                       with our Chartered Accountants Program.
implications and develop tax incentives
                                                       This ensures the process of going overseas
by assessing whether the existing tax
                                                       with an Australian qualification is seamless
framework will cope effectively with the

©The Institute of Chartered Accountants in Australia
2008 Report to members
The Institute of Chartered Accountants in Australia 2008 Report to members
6

CEO’s review

After an eventful year, I can report with              Serving the national interest
pleasure that the Institute is well placed             While we remain responsive to the
to continue fulfilling its charter to serve            concerns of members, we understand that
members, engage meaningfully with                      as a peak body in a vital services sector
regulators and the community and                       we have a responsibility to put forward
contribute to excellence in standards                  proposals that are in the national interest
of accounting.                                         as well as our own. To that end the areas
As our many successful initiatives                     on which we maintain special focus are
demonstrate, our voice is being heard.                 taxation, superannuation, corporate
This is particularly true in areas in which            governance and ethics, regulatory and
we have actively sought to influence the               workplace reform.
regulatory environment to maximise the                 In our pre-budget submission to the federal
contribution the accountancy profession                government, for instance, we placed
can make to building robust Australian                 business tax reform high on the agenda.
businesses and by contributing to the                  As an initial step we have asked that
efficiency and integrity of the public sector.         certain tax measures already in train by
We will maintain this momentum by                      the previous government be dealt with
allocating additional resources to these               as a priority, to underpin a competitive
efforts in the year ahead – a year in which            tax system which is vital to attract venture
conditions are likely to remain volatile.              capital and long-term investment.
Why do we find ourselves in such a strong              We continue to develop the Chartered
                                                                                                       Spreading the word
position? A prime reason has been our                  Accountants Program to ensure its               Meanwhile other programs like our
continued focus on maintaining standards               relevance to today’s business needs. This       ‘Achiever Work Experience’ and ‘Meet
and building on good existing relationships            postgraduate diploma continues to attract       the Business Leader’ are helping broaden
with government. The Institute has                     the highest quality students and helps          young people’s knowledge of our
contributed in a constructive way to public            prepare them to be tomorrow’s business          profession and further boosting its image.
policy development in the year under                   advisors and leaders. Enrolments in the         The coming year will see us maintaining
review by engaging actively with policy                Chartered Accountants Program go some           the momentum of these endeavours,
makers through, inter alia, written                    way to alleviating the accounting skills        which are more appropriate than ever in
submissions and appearances before                     shortage which continues to challenge           an era of unprecedented skills shortages.
parliamentary committees.                              Australian business.                            A key issue for our profession at
I am delighted that the excellent work                 After years of considering the best means       universities and high schools remains
of our representatives in lobbying and                 of broadening the entry pathway to the          a general lack of understanding about
providing thought leadership on tax, audit,            Chartered Accountants Program, the              accountancy. In some areas it is still
accounting and financial planning has                  Institute has recently introduced pathways      perceived to be a ‘brown cardigan and
delivered real benefits for members and                for non-accounting graduates to be eligible     calculator’ profession rather than a
is helping to ensure a prosperous future               for the Chartered Accountants Program.          dynamic one with exciting possibilities.
for our profession.                                    The Graduate Certificate of Chartered           Indeed we are determined to change those
                                                       Accounting Foundations (GCCAF) is               perceptions and are working hard to do so.
Our thought leadership initiatives have
been supported by a broad variety of                   a one-year online Graduate Certificate,         For example, an online campaign on the
papers for commercial and professional                 presently offered by Deakin University.         social networking site Facebook was
disciplines on areas of particular interest.           We also offer an entrance exam for              introduced to engage students in a deeper
A good example was the recent paper,                   non-accounting graduates with industry          conversation on their career opportunities
The Benefits of Assuring Carbon                        experience to enter the Program. This           and the value of the Chartered Accountant
Emissions Disclosures, which outlined                  signifies a new era of accounting, where        designation. Similarly, the online Student
the case for a global assurance standard               diversity in the profession, both in the role   Challenge, which attracted more than
on this issue and the benefits of having               and the people it attracts, is being            11,000 visitors, was designed to introduce
these disclosures assured by an                        encouraged and nurtured.                        students to practical accounting at a critical
independent expert.                                                                                    time in their career decision process.

©The Institute of Chartered Accountants in Australia
2008 Report to members
The Institute of Chartered Accountants in Australia 2008 Report to members
7

CEO’s review (continued)

New premises                                           I look forward to another interesting and
Our staff have been settling in well in our            challenging year, in which the Institute can
new buildings in Sydney, Brisbane and                  build on strong foundations to aggregate
Canberra. These offices, along with the                further its relevance and importance to the
existing space in Melbourne, Perth,                    Australian economy and to provide
Adelaide and Hobart, provide excellent,                leadership in many areas that will impact
hi-tech conference and meeting room                    the future wellbeing of the accounting
facilities for members.                                profession, both locally and globally.

Community links
Finally, I would like to thank wholeheartedly
everyone who has worked so willingly in
our business and community involvement
programs and who have cheerfully given                 Graham Meyer
their time to help make a difference. Our              Chief Executive Officer
Business Leader Awards, which recognise
excellence in the business community, our
sponsorship of the Transparency Awards,
and our workplace giving program
‘Everybody Counts’ have been unqualified
successes. I commend these efforts once
again and seek ongoing support for them.

The Institute is in the process of setting
clearer targets and indicators against which
we can measure and report our
performance, including in the
environmental area, to ensure we are able
to deliver the best practice standards that
we advocate.

©The Institute of Chartered Accountants in Australia
2008 Report to members
The Institute of Chartered Accountants in Australia 2008 Report to members
8

Highlights

> Delivered some 700 workshops,                        > Completed 480 reviews of different
  forums, debates and events on issues                   sized practices under the Institute’s
  such as ethics, differential auditing,                 Quality Review Program and undertook
  extended performance reporting,                        259 investigations into formal
  legally enforceable auditing standards,                complaints or other issues concerning
  standard legislative framework for tax                 the conduct of members
  agents and anti-money laundering                     > Redesigned the practical experience
> Introduced two new conferences: an                     component of the Chartered
  accounting conference focusing on                      Accountants Program in consultation
  financial reporting and management                     with candidates, mentors and employers
  accounting and a self managed                        > Broadened the entry pathway for non-
  superannuation funds (SMSFs)                           accounting graduates with the Graduate
  conference, both of which exceeded                     Certificate of Chartered Accounting
  registration and revenue targets                       Foundations offered by Deakin
> Launched an audit manual to help                       University and the entrance exam for
  auditors, particularly those dealing                   graduates with extensive on-the-job
  with small to medium sized entities;                   experience working for an Institute-
  a Business Software Guide that                         approved employer
  provides information on 45 tailored                  > Recorded an all-time high candidate
  business software solutions; and a                     and employer satisfaction rate, with
  refreshed library service called the                   candidates at 75 per cent in December
  Knowledge Centre                                       2007 and employers at 87 per cent in
> Expanded the Institute’s in-house                      June 2008
  training and grew client engagement by               > Engaged with 19,423 students
  an average of 89 per cent                              compared with 9828 at the same time
> Piloted a practical Graduate                           last year through careers marketing
  Development Program in response to                     events and initiatives
  demand from members                                  > Secured places for 210 first-year
> Further strengthened the Institute’s                   students in more than 100 accounting
  lobbying, advocacy and thought                         organisations during the 2007/2008
  leadership role with involvement in:                   summer break as part of the Institute’s
  – the Henry Review of Australia’s                     Achiever Work Experience program
    taxation system                                    > Gained recognition for the Chartered
  – the introduction of a carbon emissions              Accountants Program and reciprocal
    trading scheme                                       membership with seven institutes in
  – liability capping schemes                            Canada, Hong Kong, South Africa,
                                                         England and Wales, Ireland, Scotland
  – the Government’s review of
                                                         and South Africa
    governance of self managed
    superannuation funds                               > Successfully completed the sale of
                                                         the York Street premises, relocated to
  – the disclosure regime for not-for-profit
                                                         Erskine Street in Sydney and negotiated
    organisations
                                                         new leases of premises in Brisbane
  – anti-money laundering legislation
                                                         and Canberra.
  – a non-product based fee-for-service
    model for the financial planning
    industry.

©The Institute of Chartered Accountants in Australia
2008 Report to members
The Institute of Chartered Accountants in Australia 2008 Report to members
9

Strategic initiatives

Relevance to members                                   Global positioning
and stakeholders                                       > Influencing the initiatives of the
> A differentiated segmentation strategy                 Global Accounting Alliance
  which delivers value to members                      > Thinking globally and acting locally
  throughout their life cycle
                                                       > Supporting the development of
> Effective and valued interaction                       the profession globally
  with members
                                                       > Ensuring participation in Asia and
> Ongoing development and revision                       international forums is relevant
  of products and services to ensure                     and targeted.
  value to members
> Mutually beneficial partnerships                     Ensuring the Institute is fit
  with leading industry bodies and                     for the future

                                                                                                    1920s
  stakeholder groups.                                  > A sound financial base to enable
                                                         investment in key strategic issues
Leadership and
                                                       > Appropriate infrastructure and
competitive positioning
                                                         processes to be responsive to
> A focused leadership strategy which                                                               The early days of regulation
                                                         member needs
  ensures influence nationally, regionally
                                                       > A nimble governance structure              It’s 1925 and the Sydney Stock
  and internationally
                                                       > Targeted and relevant committees           Exchange calls on companies to
> Effective, visionary and well-publicised                                                          publish balance sheets and profit
                                                         providing quality input
  thought leadership initiatives which                                                              and loss accounts. A few years
  profoundly and positively impact                     > Strategic thinking which identifies        later the granting of a Royal Charter
  business and the accounting profession                 and responds to emerging trends            sees the Institute of Chartered
                                                         and markets.                               Accountants begin operations
> A well-recognised and differentiated
                                                                                                    at Currie Street, Adelaide.
  Chartered Accountants brand                          People and culture
> Continuing regard for the importance                 > A culture which is proactive, responsive
  of discipline, ethics and conduct for                  and innovative with strong leadership
  the profession.
                                                       > Best practice in recruitment, retention
Growth to ensure a sustainable                           and rewards
future for the Institute and                           > Rigorous succession planning with high
Chartered Accountants                                    achievers identified and mentored for
> Ongoing review of the Chartered                        staff and committees
  Accountants Program to ensure                        > Key people recognised as experts
  relevance and pre-eminence                             in their fields.
> Innovative and influential careers
  marketing to ensure the attractiveness
  of a professional career in
  chartered accounting
> Ongoing brand promotion to attract                   Ensuring the Institute is fit for the
  new members
> Addressing the skills shortage and
                                                       future via strategic thinking which
  ensuring ongoing recruitment and
  retention of members.
                                                       identifies and responds to
                                                       emerging trends and markets.

©The Institute of Chartered Accountants in Australia
2008 Report to members
The Institute of Chartered Accountants in Australia 2008 Report to members
10

Relevance to members and stakeholders
How we delivered in 2008

Interacting effectively with                           Also successful were our Public Practice            Publications
our members                                            conferences, attendance at which nearly             Charter magazine, e-Bulletins and other
The Institute interacts with members                   doubled this year.                                  corporate communication channels
through events, conferences, roadshows,                                                                    provide useful tools to inform and update
                                                       Tools
website, print and broadcast media,                                                                        members, with 87 per cent of our
                                                       The Institute recently launched an audit
e-Bulletins and technical newsletters,                                                                     membership claiming to be satisfied
                                                       manual to help auditors, particularly those
manuals, toolkits, guides, Charter magazine,                                                               with the communications received.
                                                       dealing with small to medium sized entities
Institute updates and training sessions.
                                                       (SMEs), apply the current Australian                The fortnightly e-Bulletins provide relevant
During 2008 the Institute delivered some               Auditing Standards (ASAs).                          information and news to members who
700 workshops, forums, debates and                                                                         work in the Big 4, public practice, business
                                                       The manual is based on the International
events on issues such as ethics, differential                                                              and government. Many topical issues were
                                                       Federation of Accountants (IFAC) Guide to
auditing, extended performance reporting,                                                                  covered during the year including the
                                                       using international standards. It is freely
legally enforceable auditing standards,                                                                    implications of carbon emissions trading,
                                                       available on the Institute website and is
standard legislative framework for tax                                                                     the liability capping scheme, the launch
                                                       supplemented by a toolkit, complete with
agents and anti-money laundering.                                                                          of the new CPP tool, and regular lobbying
                                                       forms, checklists and programs necessary
                                                                                                           updates. In addition, Chartered Accountants
More than 4700 accounting and business                 for conducting an audit, and training
                                                                                                           Local News, an essential tool used by
professionals across all major capital cities          sessions in several states. This has been
                                                                                                           members in all regions for local information
attended our popular Business Forums,                  widely accepted as a significant step in
                                                                                                           and updates, was successfully relaunched.
while our Force of Law national roadshow               assisting practitioners to maintain
events attracted more than 300 delegates.              consistently high auditing standards                The three technical e-newsletters, CA Tax
                                                       and practices.                                      Bulletin, Accounting and Assurance Today,
The Institute’s Public Sector Forum,
                                                                                                           and the relaunched Chartered Accountants
designed to present contemporary                       To help Chartered Accountants find
                                                                                                           Superannuation Bulletin, continue to
management issues to members who                       their way through the myriad of software
                                                                                                           provide relevant information to subscribers,
work in, or closely with, government was               choices available, the Institute introduced
                                                                                                           and member satisfaction levels are
again well received. Initially targeted at             a Business Software Guide that provides
                                                                                                           high (88 per cent, 86 per cent and 85
middle management, the forum now                       information on 45 tailored business
                                                                                                           per cent respectively).
attracts a broader audience from the public            software solutions. This comprehensive
sector, with attendance averaging between              tool, which allows members to                       Charter, the Institute’s flagship publication,
80 and 100 for the five-program event.                 cross-reference by industry and                     continues to attract new readers with
                                                       function, was distributed to all                    circulation now totalling more than 48,000.
A combination of quality content and
                                                       members with Charter magazine.                      The magazine’s quality, credibility and
speakers, together with a robust marketing
                                                                                                           targeted reach also make it attractive
strategy and excellent teamwork
                                                                                                           to advertisers.
contributed to the success of the
                                                       1   Charter
Institute’s conferences this year.                     2   CA Tax Bulletin
                                                       3   Accounting & Assurance Today
A new Accounting Conference was
                                                       4   Chartered Accountants Superannuation Bulletin
introduced and held in Sydney, Melbourne,
Brisbane and Perth, focusing on financial
reporting and management accounting.
It attracted 572 delegates, exceeding
registration targets by 43 per cent and
revenue targets by 30 per cent. The
inaugural SMSFs Conference held in
Sydney attracted 223 delegates, 50 per
                                                                                   2                       3                      4
cent over registration targets and 30 per
cent ahead of revenue targets.
                                                       1

©The Institute of Chartered Accountants in Australia
2008 Report to members
11

Relevance to members and stakeholders (continued)

Revising and developing our                            Training                                       Graduate Development Program
products and services                                  The decision taken in 2007 to expand our       The Institute has recognised and
As a leading body in the financial services            in-house training has yielded positive         responded to a demand from members
industry, the Institute delivers relevant              results, with client engagement growing        and developed a powerful and practical
educational products and services to keep              by an average of 89 per cent. The mix of       program to which candidates have
members up to date with the evolving                   clients now includes large corporations        responded favourably.
global environment.                                    such as Seven Network, Medibank,
                                                                                                      With a mix of soft skills and technical
                                                       Australian Capital Equity and additional
The Institute’s library service was recently                                                          knowledge, this program was developed
                                                       federal and state government departments.
reviewed and updated. Now called the                                                                  as a pilot with three firms in 2007 and
                                                       We have also signed our first national
Knowledge Centre, it offers members and                                                               provides an alternative product in the
                                                       contract with Grant Thornton for the
candidates the information they need,                                                                 market to help candidates as they
                                                       delivery of tax training.
when and where they need it – online,                                                                 undertake the Chartered Accountants
via telephone or in person at our Sydney               Of particular note was the launch of the       Program. The feedback to date has
office. With access to some of the most                full accounting and audit offering including   been positive.
comprehensive business and accounting                  Audit of SMSF, Audit Conference and DVD,
                                                                                                      A key benefit is the ability for candidates
hard copy and online resources available,              Accounting and Auditing for Aged Care
                                                                                                      to tailor the program to suit non-traditional
the Knowledge Centre’s team takes                      Industry, Audit Update for AFS Licensees
                                                                                                      public practice firms such as insolvency,
information from around the world, and                 Seminar, and Accounting for Income Tax
                                                                                                      and merger and acquisition firms. It is also
delivers it via desktop or in hard copy.               workshops. With the large demand and
                                                                                                      well placed to service firms that do not
                                                       high satisfaction from members and firms,
Changes included the addition of an online                                                            specialise in particular areas within the
                                                       the range will continue to expand.
news articles service from the electronic                                                             Chartered Accountants Program, such
journals provider EBSCO, available direct              Total registrations including events           as audit firms needing extra help in the
to members via the website. A team of                  and in-house training                          tax area.
dedicated experts is also available to
                                                       (*!%%%                                         The program will be fully launched in the
complete searches for customers. The
                                                                                                      third term of 2008 with the potential to
Knowledge Centre can be contacted                      (%!%%%                                         offer a public program at the beginning
on 1800 809 828 or
                                                       '*!%%%                                         of 2009.
knowledge@charteredaccountants.com.au
                                                       '%!%%%

                                                       &*!%%%

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©The Institute of Chartered Accountants in Australia
2008 Report to members
12

Relevance to members and stakeholders (continued)

Establishing mutually beneficial                       Academic partnerships                         Business Leader Awards
partnerships with industry                             The Institute has had a long and mutually     In March, the Institute announced Leighton
and stakeholders                                       beneficial relationship with the university   CEO Wal King as the 2008 Chartered
Engagement with both state and federal                 sector for some years. Over time the          Accountants Business Leader Award winner.
governments continues to be an ongoing                 relationship has been strengthened by our
                                                                                                     Now in its ninth year, the award attracted
focus for the Institute.                               continued support as Platinum sponsors of
                                                                                                     nominees representing a wealth of business
                                                       the Accounting and Finance Association of
In partnership with the Department of                                                                talent in Australia who were judged on their
                                                       Australia and New Zealand (AFAANZ). This
Finance and Administration, we developed                                                             ability to demonstrate visionary leadership,
                                                       support not only provides essential funds
an interactive budget and financial                                                                  exhibit best practice, show innovation, take
                                                       for the accounting and finance academics’
essentials course to give members working                                                            risks, foster positive employee relations and
                                                       annual conference but in particular awards
in government agencies a deeper insight                                                              contribute to the community.
                                                       PhD scholarships to candidates whom the
into the government’s financial framework
                                                       Institute has a role in selecting. The        Michael Ullmer, Deputy Chief Executive
so they can better understand their
                                                       success of this scheme is demonstrated by     Officer, National Australia Bank and winner
obligations and responsibilities
                                                       the high number of scholarships that lead     of the Outstanding Chartered Accountant in
under legislation.
                                                       to PhD completion and, as importantly,        Business award said: ‘Receiving the award
                                                       give impetus to successful academic           was very much a surprise and a great
                                                       careers. Other contributions made during      honour. I think it is a really good initiative
                                                       the year include direct funding of research   for the Institute to be seen to be reaching
                                                       and a significant involvement of Institute    out to business, both in the context of
                                                       staff and members to projects aimed at        recognising Chartered Accountants in
                                                       improving the relevance of undergraduate      business and as a good opportunity to host
                                                       accounting degrees.                           CFOs from key clients, who were pleased
                                                                                                     to participate in the event’.
                                                       Throughout the year, the Institute
                                                       continued with the university accreditation   Other winners on the night included
                                                       process. As part of this we visited a         Andrew Mohl, former Chief Executive
                                                       number of universities, where interaction     Officer, AMP who won in the Banking
                                                       from vice chancellor level to front line      and Finance sector and Owen Hegarty,
                                                       accounting lecturers and students enables     Managing Director and Chief Executive
                                                       the alignment and articulation of learning    Officer, Oxiana, who won the Mining
                                                       objectives between undergraduate courses      and Resources sector.
                                                       and the Chartered Accountants Program.

The success of the PhD scholarship
scheme is demonstrated by the
high number of scholarships that
lead to PhD completion.

                                                                                                     Business Leader
                                                                                                     Awards 2008
                                                                                                     collatoral

©The Institute of Chartered Accountants in Australia
2008 Report to members
13

                                                       1930s
                                                       A new era of taxes
                                                       The Income Tax Assessment Act 1936,
                                                       weighing in at just 120 pages, heralds
                                                       a new era of federal tax collections.
                                                       The need to prepare statements
                                                       spurs greater demand for accounting
                                                       professionals. In response, the
                                                       Institute issues its first Code of Ethics
                                                       to all members and its first statement
                                                       on accounting practice.

©The Institute of Chartered Accountants in Australia
2008 Report to members
14

Leadership and competitive positioning
How we delivered in 2008

Leadership activities are designed to                  Lobbying                                       Simplifying business for SMEs
increase our influence with government                 The Institute focuses its lobbying efforts     In June 2008, the Minister for Small
and regulators and position the Institute              on advocating public policy that is not only   Business Craig Emerson announced that
as leaders in the profession and the wider             in the interests of members and the            the government would consider two new
business community. By partnering with                 accounting profession but also in the          measures to simplify taxation and reduce
key stakeholders in public practice, the               national interest. This year saw a change      compliance costs for small business.
corporate world and academia on joint                  of federal government and the opportunity
                                                                                                      One, the entity flow-through (EFT) taxation
leadership activities we build relationships           to engage with new ministers and political
                                                                                                      regime, developed jointly by the Institute
and enhance our leadership positioning.                stakeholders on their policy priorities.
                                                                                                      and Deloitte, has been referred to
Raising our brand profile                              The government has initiated several major     government as part of the Australia’s
During the year, the Institute invested in             policy reviews which are still ongoing.        Future Tax System review, headed by
an advertising campaign designed to                    Some of these, such as the Henry Review        Treasury Secretary Ken Henry.
attract young people into the profession               of Australia’s taxation system and the
                                                                                                      This was a major win for the Institute,
and address the skills shortage.                       introduction of a carbon emissions trading
                                                                                                      given that we have long advocated for the
                                                       scheme, have potentially wide-reaching
Through a multi-channel advertising                                                                   simplification of tax laws and easing of the
                                                       and long-lasting impacts on our economy.
campaign we were able to heavily promote                                                              compliance burden for small and medium
                                                       The Institute is an active participant in
our ‘Riddle’ advertisement which                                                                      enterprises (SMEs).
                                                       these reviews and is also involved in the
showcased the prestige of the Chartered                work that the government has initiated         We have also been active on other fronts
Accountants brand. This was boosted                    on the governance of SMSFs and the             in the financial reporting area. Earlier in the
by the launch of a new digital campaign.               disclosure regime for not-for-profit           year, we produced a report, in conjunction
Media coverage is another important                    organisations.                                 with CPA Australia and the National
method of growing our brand and profile.                                                              Institute of Accountants, calling on the
                                                       Liability capping schemes                      International Accounting Standards Board
During the year, we achieved a record 1536
                                                       Members received the good news that the        (IASB) to further reduce the burden on
media hits, largely attributable to the
                                                       schemes had received Commonwealth              SMEs in its Proposed International
stronger relationships we have developed
                                                       prescription in all states and territories     Financial Reporting Standards for SMEs.
with key journalists, particularly in the
                                                       except Tasmania.                               The field tests of the proposed international
broadcast media, and the quality of our
spokespeople who provided insightful                   Commonwealth prescription makes the            SME standard, commissioned by the three
commentary. The ongoing skills shortage                schemes effective in relation to claims        bodies and conducted by mid-tier
debate in the press also gave us the                   under the Trade Practices Act 1974 (Cwlth),    accounting firm Moore Stephens, actually
opportunity to raise the profile of the                as well as in relation to any state-based      reviewed three entities in Australia and
Chartered Accountants Program.                         claim, something that will give members        converted them into the newly proposed
                                                       and the public added peace of mind.            Financial Reporting Standard for SMEs.
Undertaking thought                                                                                   The report summarised the outcome of
                                                       This represents the final stage in the
leadership initiatives                                                                                these tests.
                                                       establishment of an effective national
The benefits of our lobbying and                                                                      All three accounting bodies agree that the
                                                       framework for limitation of liability for
thought leadership activities were                                                                    proposed IFRS for SMEs (or IFRS for
                                                       the schemes in Queensland, Victoria,
in evidence this year with a number                                                                   private entities, as it is now known) raises
                                                       South Australia, the Northern Territory,
of important developments.                                                                            issues for some enterprises who may not
                                                       Western Australia, New South Wales,
                                                       and the Australian Capital Territory.          have the skills or capacity to transition to
                                                                                                      the proposed standard without some
                                                       We will continue to lobby to achieve
                                                                                                      external assistance.
                                                       the legislative reform that will allow
                                                       a consistent scheme to be approved
                                                       in Tasmania.

©The Institute of Chartered Accountants in Australia
2008 Report to members
15

Leadership and competitive positioning (continued)

The field tests were conducted in addition             The Institute also hosted the first of two      We believe the adoption of a genuine,
to the separate submissions made earlier               round table forums on the topic of              non-product-based fee-for-service model
this year by each of the professional bodies           ‘Assurance on Disclosures of Carbon             would improve the professionalism of the
to the IASB and the Australian Accounting              Emissions Information’, which were              financial planning industry and the trust
Standards Board (AASB) with regard to the              conducted under the auspices of the             between financial advisers and their clients.
proposed standard, demonstrating the                   International Auditing and Assurance            This in turn would lead to less prescriptive
commitment of the Australian accounting                Standards Board to hear from users,             legislation, lower costs for advice, and wider
profession to have a voice in the                      preparers and assurance providers.              access to affordable, independent advice.
international and Australian debates.                  The intention is to inform the planned
                                                                                                       Sub-prime mortgage market and
                                                       development of an International Standard
These submissions, as well as the report                                                               international reporting standards
                                                       or Practice Statement on assuring carbon
based on the field tests, and our                                                                      In April, the Institute released a report
                                                       emissions information.
submission on the Australian differential                                                              on the Collapse of the United States
reporting proposals, argue that the burden             We responded to the Garnaut Report              sub-prime mortgage market and the
on SMEs will only be reduced if the                    with a submission in April and in the same      impacts under International Financial
proposed reporting standards significantly             month released a leadership paper,              Reporting Standards (IFRS).
reduce the disclosure requirements.                    produced jointly with Ernst & Young, on the
                                                                                                       The report detailed how the collapse
                                                       tax treatment of carbon emissions trading.
Further activity on reducing the burden                                                                occurred and affected the financial
on small business has seen the Institute               This paper argued that the existing regime      statements of banks, other financial
become involved in the government’s                    would not properly deal with an emissions       institutions and investors in mortgage-
Standard Business Reporting (SBR)                      trading scheme. Consideration should be         backed securities around the world.
initiative; and in fact become a key member            given to amending legislation relating to       A number of lessons can be learned from
of the Business Advisory Forum. The                    income tax, the GST, Petroleum Resources        the experience in areas of regulation and
Business Advisory Forum acts as a reality              Rent Tax, state stamp duties and other          legislation, financial reporting, bank lending
check on the activities of the SBR team,               taxes and charges. It also identified           practices, indebtedness of individuals and
ensuring effective communication with                  potential tax incentives to reduce the          in the area of investment decision making.
the business community and ensuring it                 burden on business of the significant           Discussions are already in progress at both
remains on track to meet its objective of              capital expenditures and adjustments that       the International Accounting Standards
reducing the reporting burden on business.             will be required following the introduction     Board (IASB) and the Financial Accounting
                                                       of mandatory targets and an emissions           Standards Board (FASB) to improve
Carbon emissions trading
                                                       trading scheme.                                 financial reporting and disclosures in the
The release of an Institute leadership report
                                                                                                       areas impacted by the credit crisis.
shortly after year end calling for the                 Financial planning industry
inclusion of a global assurance framework              In July, the Institute released a white paper   Anti-money laundering
for carbon emissions disclosures was the               following a financial planning industry         The latest in a number of meetings
latest in a suite of leadership and lobbying           forum we facilitated to discuss Reinventing     between the Institute and government took
initiatives we undertook in 2008 in the area           financial planning, a paper we had              place in May this year. These discussions
of carbon emissions trading. The report,               commissioned. The forum brought together        are helping to shape the second tranche
entitled The Benefits of Assuring Carbon               industry associations, consumer advocates,      of anti-money laundering legislation, which
Emission Disclosures, was produced in                  regulators, product manufacturers, ‘dealer’     should be released later this year.
association with Professor Roger Simnett,              groups and practitioners.
Head of Accounting at the Australian
School of Business, and argued for
generally accepted international reporting
criteria to ensure consistency between
jurisdictions and facilitate understanding
of the depth of the issues.

©The Institute of Chartered Accountants in Australia
2008 Report to members
16

Leadership and competitive positioning (continued)

Government procurement                                 In February this year, the Institute,          Threshold for unlisted
The Institute instigated and drove the                 in association with CPA Australia Limited      public companies
development of a submission to address                 and the National Institute of Accountants,     We continue to hold talks with Treasury
ongoing procurement issues within                      developed and released a set of                on the subject of introducing a threshold
government. We hosted several roundtable               competency requirements that clarify           for financial reporting and auditing
events attended by senior government                   the skills auditors need to ensure trustees    requirements for unlisted public
officials, key stakeholders and members                are fulfilling their legal obligations.        companies, including companies limited
in the Big 4. The submission was                                                                      by guarantee, similar to that used for
                                                       These requirements prescribe the
presented to the Department of Finance                                                                proprietary companies. Last year, the
                                                       competencies for members of the three
and Administration in November 2007.                                                                  Institute, with the other professional
                                                       professional accounting bodies who audit
The Department has acknowledged                                                                       accounting bodies, made a submission to
                                                       SMSFs. They provide clarification,
receipt of the submission and negotiations                                                            Treasury supporting a reduction in red tape
                                                       guidance and assistance to auditors of
are continuing.                                                                                       in this area.
                                                       SMSFs, and are expected to contribute
Governance of superannuation funds                     greatly to the assurance that trustees,        The submission supported the introduction
A survey undertaken by the Institute and               beneficiaries and the regulator gain.          of differential lodgment which would
Deloitte between October and December                                                                 eliminate the need for entities under a
                                                       This was followed in April by a forum
2007 to understand the governance of                                                                  prescribed threshold to prepare general
                                                       which discussed the key recommendations
super funds and recommend further                                                                     purpose financial reports. However, it also
                                                       made in a discussion paper entitled Review
improvements, found most industry                                                                     encouraged Treasury to set up a
                                                       of the existing regulatory and governance
experts believe governance practices                                                                  governance structure for these smaller
                                                       framework. We used the issues raised at
and standards had improved.                                                                           unlisted public companies to maintain
                                                       the forum, and in the discussion paper,
                                                                                                      public accountability.
The drive for continuous improvement in                to develop policy positions in a submission
governance practices is important given                to Senator the Hon Nick Sherry in the          Auditing standards and registration
that funds under management have                       same month. The submission also                The IAASB is on track with its upcoming
almost doubled in three years, growing                 included data collected from a recent          ‘Clarity Project’, which entails revising and
from $631bn in July 2004 to $1,187bn                   member questionnaire.                          reissuing all of the International Auditing
towards the end of 2007 when the survey                                                               Standards using the new clarified drafting
                                                       Legislative Instruments Act
was initiated.                                                                                        style by December 2008. We maintain
                                                       In May this year, the Institute, with the
                                                                                                      regular communication with the AUASB
Moreover, the forecast is for this figure              other professional accounting bodies,
                                                                                                      regarding changes to Australian Standards,
to more than triple by 2021, reaching in               lodged a joint submission on the review
                                                                                                      which are planned to be effective for
excess of $4,000bn. An Institute report                of the Legislative Instruments Act 2003.
                                                                                                      financial reporting periods from 1 January
based on the survey, The Governance of                 Since the Australian Auditing Standards
                                                                                                      2010. We are also engaged in discussions
Superannuation Funds – three years on                  Board (AASB) and the Auditing and
                                                                                                      on auditor registration with relevant
from trustee licensing, identified three               Assurance Standards Board (AUASB)
                                                                                                      government stakeholders and will keep
areas where training was required: the                 standards are legislative instruments, this
                                                                                                      members informed as meetings progress.
need to understand the difference                      review affects those involved in financial
between directing and managing;                        reporting and assurance.
alternative investments; and the value
                                                       The submission suggested ways of
of risk management.
                                                       streamlining the process of reviewing
Self-managed superannuation                            legislative instruments to provide certainty
funds (SMSFs)                                          for those wishing to adopt standards based
The self-managed funds industry has                    on international equivalents earlier than
enjoyed significant growth over the past               their mandatory applicable date. The
year. There are now 372,000 SMSFs in                   review is still in progress.
Australia representing the interests of
718,000 individuals. Assets grew to
$300.2bn in the last year alone.

©The Institute of Chartered Accountants in Australia
2008 Report to members
17

Leadership and competitive positioning (continued)

Highlighting the importance of                         Results have been analysed and are available in the 2008 Annual Report on the Quality
discipline, ethics and conduct                         Review Program.
The Institute educates and continually
                                                       Number of reviews completed             2008     2007       2006       2005        2004
updates members about their ethical and
                                                                                               480      478        482        480         472
professional obligations.

Quality Review Program                                 Professional conduct
During the year we completed 480 reviews               In addition to reviewing the quality control policies and procedures of practices, we also
of different sized practices under our                 rigorously enforce the ethical, technical and professional obligations of members by
Quality Review Program. This program                   investigating complaints and, where necessary, imposing sanctions.
is a key feature of the co-regulatory
                                                       In the year to 30 June 2008, the Institute undertook 259 investigations into formal
framework. It was established to ensure
                                                       complaints or other issues concerning the conduct of members. Of these, 27 members
members in practice have quality control
                                                       were called to appear before the Professional Conduct Tribunal, which imposed sanctions
policies and procedures in place to
                                                       ranging from expulsion from membership to a mandated quality review.
comply with accounting, auditing and
professional standards.                                More information is available in our 2008 Annual Report on Professional Conduct.

As reported in our 2007 Annual Report                  Investigations into formal complaints
on the Quality Review Program, particular              or other issues concerning members’
                                                       conduct                                 2008     2007       2006       2005        2004
attention was paid to practices’
                                                                                               259      317        298        407         394
implementation of APES 320, a standard
making it mandatory for every firm to
adopt a quality control system. Compliance             Members called to appear before the
                                                       Professional Conduct Tribunal           2008     2007       2006       2005        2004
with ‘force of law’ auditing standards was
                                                                                               27       11         31         21          44
also a focus.

The comprehensive, interactive Quality
Control Guide (issued by the Institute to
help members adapt to these new and
updated quality control standards) met
with a favourable response.

Of the 480 reviews undertaken, 29 per
cent were practices that conduct audits
which are subject to the Corporations
Act 2001 (Cwlth) (Corporations Act). As at
30 June 2008, another 510 practices were
under review.

During the year, the following reports
were issued:
> No departures from professional
  standards: 16.5 per cent
> Departure(s) from professional
  standards, not classified as serious:
  72 per cent
> Follow-up review required: 11 per cent
> Referral to the Institute’s disciplinary
  processes for investigation: 0.5 per cent.

©The Institute of Chartered Accountants in Australia
2008 Report to members
18

                                                       1940s
                                                       War and taxes
                                                       New war and payroll taxes roll
                                                       out during the 1940s while the
                                                       Commonwealth begins collecting
                                                       all income tax on a uniform basis.
                                                       Pay-As-You-Earn and provisional
                                                       tax systems come into effect and
                                                       the Institute begins issuing formal
                                                       accounting guidance to its members.

©The Institute of Chartered Accountants in Australia
2008 Report to members
19

Growth to ensure a sustainable future
How we delivered in 2008

Uniquely among professional accounting                 Broadening the pathway to enter the           Skilled Migration Internship
bodies, the Institute is an accredited higher          Program retains the quality and standing      Program – Accounting
education provider. This means that the                of Chartered Accountants, while extending     In a further move designed to ease the
Chartered Accountants Program earns                    the pool of talent available to employers     current skills shortage in accounting, the
candidates a Graduate Diploma of Chartered             who have found it challenging in recent       Institute, with other accounting bodies,
Accounting – a qualification that can be               years to fill accounting roles.               responded to a request from the
used to gain exemptions to Masters degrees                                                           Department of Immigration and Citizenship
                                                       More importantly, this also realises the
offered by universities around Australia.                                                            (DIAC) to develop a Skilled Migration
                                                       Institute’s long-held view that a Chartered
                                                                                                     Internship Program.
Ensuring the relevance of the                          Accountant qualification should be
Chartered Accountants Program                          available to all high achieving graduates     The objective of the Program is to help
                                                       who wish to qualify as accountants, rather    international accounting graduates gain
In 2008 the Institute successfully gained
                                                       than being available only to high achieving   the business communication skills required
re-accreditation of the Graduate Diploma
                                                       accounting graduates who wish to qualify      for the Australian workplace. It will be
of Chartered Accounting in all
                                                       as accountants. This represents a             delivered by existing educational
Australian states.
                                                       significant step forward for the profession   institutions with the professional bodies
A new approach to                                      in Australia and is in alignment with         taking responsibility for approving suitable
practical experience                                   global practice.                              providers and overseeing the provision
In consultation with candidates, mentors                                                             of the Program.
                                                       From 2007, prospective candidates from
and employers, the Institute redesigned
                                                       non-accounting degrees are offered two        Enrolments
the practical experience component of the
                                                       additional pathways.                          A relatively modest increase (2.9 per cent)
Chartered Accountants pathway. This
meets international standards set by the               Graduate Certificate of Chartered             in new enrolments this year partly reflects
International Federation of Accountants                Accounting Foundations (GCCAF)                static growth in domestic students
requiring a competency-based, structured               The Graduate Certificate of Chartered         graduating from accounting degrees. To
approach to developing professional                    Accounting Foundations offered by Deakin      address this and increase the available pool
knowledge and skills in the workplace.                 University meets all the academic entry       of talent, we expect the broadened entry
                                                       requirements of the Institute. Strong         pathway to the Chartered Accountants
Another reason for the redesign was                                                                  Program to make an impact from next year.
                                                       support for the GCCAF has come from all
to fulfil candidate and mentor requests for
                                                       segments of the membership. More than         Candidate and employer satisfaction
more information and guidance on their
                                                       416 students enrolled in the eight unit
roles and responsibilities during the                                                                Candidate and employer satisfaction with
                                                       online course this year. The Graduate
three-year practical experience period.                                                              the Chartered Accountants Program is at
                                                       Certificate enables students to acquire a
                                                                                                     an all-time high, with candidates at 75 per
The new Practical Experience Program                   basic grounding in financial accounting,
                                                                                                     cent in December 2007 and employers at
came into effect for all candidates who                management accounting, finance, taxation,
                                                                                                     87 per cent in June 2008. Advocacy,
commenced their first module from the                  audits and corporations law, so that they
                                                                                                     defined as ‘likely to’ or ‘proactively to’
third term of 2007.                                    are eligible to enrol in the Chartered
                                                                                                     recommend the Chartered Accountants
                                                       Accountants Program.
Addressing the skills shortage                                                                       Program, is also at a very high level:
The Institute is a leader in enabling                  Entrance exam                                 employers at 94 per cent and candidates
non-accounting graduates to enter the                                                                at 86 per cent.
                                                       The entrance exam is targeted at
profession. The broadening of the entry                non-accounting graduates currently
pathway is providing solutions for                     employed by an Institute-approved
addressing the skills shortage.                        employer who have extensive on-the-job
                                                       experience. The entrance exam assesses a
                                                       candidate’s readiness for the Program and
                                                       identifies any further study they may need.
                                                       A total of 60 applicants sat the entrance
                                                       exam in the first 12 months, a number of
                                                       whom immediately enrolled in the Program.

©The Institute of Chartered Accountants in Australia
2008 Report to members
20

Growth to ensure a sustainable future (continued)

Candidate program satisfaction                              The online campaign commenced with a            Events included the Chartered Accountants
ratings 2006 – 2008 (latest measure                         social networking site on Facebook, and         Employment Evening and Achiever Work
as at December 2007)                                        was designed to engage students in a            Experience programs, as well as the
                   Overall          Would                   deeper conversation around their career         Chartered Accountants Cadetship evening
              satisfaction     recommend Advocacy           choice and the brand. It emphasised how         and Chartered Accountants Vacation
Year                     %             %       %
                                                            a quality qualification can help them           Evening in New South Wales, Victoria,
2006/2007                65                88          71
                                                            achieve success in their careers. Phase two     Western Australia and Queensland. Overall,
2007/2008                75                86          70
                                                            involved the launch of an online application    as at July 2008 student engagement stood
                                                            (calendar) for students and phase three         at an impressive 19,423 compared with
Employer program satisfaction
                                                            saw the launch of a student challenge.          9828 at the same time last year.
ratings 2006 – 2008 (latest measure
as at June 2008)                                            In a series of three challenges, the            Chartered Accountants
                                                            competition allowed students to develop         Employment Evening
                              Overall
                         satisfaction           Advocacy    real-life business solutions for three global   Employment evenings are aimed at
Year                                %                 %     not-for-profit organisations, introducing       third-year university students. The event
2006/2007                           79                 88   them to practical Chartered Accounting          was held for the first time in the Australian
2007/2008                           87                 94   at a critical time in their career              Capital Territory. This year, in Western
                                                            decision process.                               Australia attendance numbers were up, but
Attracting new members and                                                                                  in all other states there was a decrease,
                                                            The online challenges were exceptionally
recruits to the profession                                                                                  reflecting changing recruitment practices
                                                            well received with over 11,106 visitors
The skills shortage in the accounting                                                                       by employers.
                                                            to the site.
profession is an ongoing issue that
                                                                                                            Achiever Work Experience
continues to be felt by practices and                       Recent research has shown that we have
                                                                                                            This year 210 first-year students secured
commerce nationwide. The Institute has                      positioned the Chartered Accountants
                                                                                                            places in more than 100 accounting
been working to ensure students recognise                   brand as the ‘preferred postgraduate
                                                                                                            organisations during the 2007/2008
the Chartered Accountant brand as                           accounting qualification’ and ‘the
                                                                                                            summer break as part of our Achiever Work
the pre-eminent accounting designation                      qualification best for your career’ with
                                                                                                            Experience, the Institute’s annual initiative
in Australia.                                               the target student community.
                                                                                                            that recognises outstanding up and coming
Brand campaign                                              Careers marketing                               accounting talent across Australia.
One of the more high profile initiatives was                Careers marketing events and initiatives
                                                                                                            The program helps marry students chasing
a brand campaign, developed out of                          were used to great effect during the year
                                                                                                            work experience opportunities and
student focus groups, which used multiple                   to promote accounting as a career and
                                                                                                            employers attempting to secure new
channels including television and a                         ‘Chartered Accountant’ as the premier
                                                                                                            accounting talent early on in their
dedicated online program to reach our                       designation of choice to university and
                                                                                                            development so they are less reliant on
target audience.                                            school students and such key influencers
                                                                                                            competitive graduate recruitment periods.
                                                            as academics, employers, career advisors
The television campaign targeted key                                                                        The placements are from two to 12 weeks
                                                            and teachers.
programs viewed by our youth                                                                                with Institute-accredited firms ranging
demographic and showcased the career                        Initiatives included the recruitment of 11      from the Big 4, small to mid tier public
opportunities that can be achieved through                  student brand champs who worked on              practice firms, government and
a career as a Chartered Accountant. This                    campus to help secure registrations, and        commerce organisations.
annual television campaign was coupled                      the launch of the Day in the Life interactive
with a three-phase online campaign.                         DVD targeted at high school students,
                                                            teachers and careers advisors, and which
                                                            profiles five Chartered Accountants
                                                            working in diverse industries.

©The Institute of Chartered Accountants in Australia
2008 Report to members
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