The Ask

CPA Canada wanted to more effectively engage members of the accounting profession—as well as Canadian business leaders and students who aspire to become CPAs—and to create a new channel for its thought leadership.

Solution

Based on a significant research and consultation project, and in close collaboration with CPA Canada, Strategic Content Labs executed a full-scale relaunch of CPA Magazine. We rebranded the magazine Pivot and published our first issue in Spring 2018, drawing A-list writers, editors and photographers across the country to a product focused on client’s core message: The Canadian Ideal of Good Business. The bimonthly print product features transformative figures—it’s called Pivot for a reason—and stands as a bulwark of CPA’s principles and ambitions. Our strategy also included the design of a new digital news hub to reside on CPA’s core website at cpacanada.ca. Delivered alongside the magazine each month, an e-mail newsletter serves as an opportunity to distill the magazine’s best features, and draw audiences to both the print product and to the new CPA Digital Hub.

Results

Pivot magazine launched just six weeks after the project’s kick-off, and immediately made an impression with readers, CPA members and the wider publishing industry. Pivot went on to take home top prizes at the both the 2019 and 2020 National Magazine Awards in the B2B category.