Home' Annual Report : Annual Report 2015 Contents Our business has never been stronger.
Our reach has never been broader.
CPA Australia continues to generate
intrigue in our brand and deliver on
our strategic objectives.
With a strong financial position,
a global footprint of representation
and an internal culture of passion
and integrity, our business continues
Our ongoing commitment to being
the world’s best member service
organisation drives the pursuit of our
strategic and operational objectives.
Strategically we announced our entry
into the financial advice market in
Australia, through the establishment
of CPA Australia Advice. This is
a game-changing initiative and a
milestone achievement for 2015,
CPA Australia Advice will provide our
members who are in public practice with
a new independent pathway into this
sector, by authorising them to provide
financial planning advice to their clients
within their own public practice.
We played a leading role in informing
the ongoing national debate on
tax reform. Our landmark research,
Tax Reform in Australia–The Facts,
was released during the year and
generated significant media attention.
The research considered the economic
and tax impacts of a number of reform
options. It has informed policy makers,
regulators and the community about
the complexities of one of the most
important reform issues for members
and the community.
In addition to tax reform, our policy
expertise and thought leadership on
issues ranging from financial advice and
audit reform to competitiveness and
global trade was highly sought-after.
We have continued to successfully
leverage technologies and multiple
media channels to take CPA Australia’s
views and messages to the broader
community. It is this expanding reach
that delivers recognition of CPAs and
CPA Australia’s influence in shaping
and promoting key policy debates in
Australia and internationally.
Operationally, we have continued
to invest in ensuring the outstanding
provision of services. We have
delivered a new Learning Management
System (LMS) to allow greater
efficiency, security and ease of use.
All CPA Program subjects are now
available online, we moved 75 per cent
of our examinations to a computer-
based environment and enhanced our
delivery of continuing professional
A significant part of the culture of an
organisation is the articulation of its
core values. During the year, we took
the opportunity to reassess the values
of our business and have identified five
statements which we believe embody
what CPA Australia stands for and who
our people are:
“People are at the heart of what
we do, service is personal, we are
bold and curious, we are passionate
about success and we always act
Consistent with these values, we
moved decisively in 2015 to defend
the integrity of the profession and
uphold the CPA designation. In the
face of inappropriate behaviour by our
competition we took legal action in the
High Court of New Zealand. The Court
found that CPA Australia “made out
elements of actionable defamation”
and that our competitor breached
provisions of the Fair Trading Act
Full details, court transcripts and news
reports are available on our website.
With people at the heart of what
we do, we once again supported the
fraternity of CPAs in 2015. Our hearts
and support went out to the family
of police accountant Curtis Cheng.
A CPA of some 26 years standing,
Curtis was fatally shot in an attack
We also joined with Australian sporting
legend Neale Daniher, battling Motor
Neurone Disease (MND), to help
raise funds to find a cure for MND.
In 2015 we lost Life Member and
1983 President and Chairman Ronald
Cotton AM FCPA. We honour Ron’s
life and significant contribution to the
On behalf of the membership I was
privileged to attend the funerals of
both Ron and Curtis, which celebrated
two lives well lived.
This year has been a successful one for
CPA Australia and I would like to thank
our members, partners and friends
for their contribution to our success.
I would especially like to thank our
people for their dedication and hard
work in striving to achieve all the things
we set out to do for our members and
We look forward to another successful
and prosperous year in 2016.
Alex Malley FCPA
12 LEADING THE ACCOUNTING PROFESSION INTO TOMORROW
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