Home' Annual Report : Annual Report 2012 Contents President's report
CPA Australia had both a challenging
and rewarding year in 2012.
We made important inroads in bringing our
overarching strategic direction to life and
realised significant achievements that directly
benefit our members and the wider community.
In 2011 the Board agreed on CPA Australia's
corporate plan for the next three years. The
plan focuses on building the capability and
sustainability of the organisation, deliberately
broadening our audience, providing a
CPA Program of the highest quality, delivering
the world's best service standards to members
and protecting the public interest.
This annual report outlines the innovative and
deliberate initiatives management took to
deliver on our strategic direction. This includes
strengthening our leadership position in the
profession and broader community, setting
the platform for building strong personal
relationships through all our engagement
channels and increasing media recognition of
A key challenge for the profession has been the
changing nature of the regulatory environment,
both in Australia and overseas. CPA Australia
has formed a number of strategic partnerships
to successfully influence outcomes that benefit
both members and the broader community.
A key example here has been the Future
of Financial Advice (FoFA) reforms and
the accountants' exemption outcome in
Australia. For the first time millions of Australian
consumers and businesses now have access
to non-product strategic advice from their
professional accountants on a broad range of
Overall, ongoing global economic uncertainty
and the changing regulatory environment
will continue to present challenges for the
profession in 2013, especially with ensuring that
the public interest is not compromised with the
implementation of APES 230.
I am pleased to report that over the course of
2012 we significantly grew our social media
channels, introduced a completely new initiative,
The Naked CEO, that more effectively engages
with the student market, implemented a new
ASAP marketing campaign to drive enrolments,
and more than doubled the number of
Recognised Employer Partners.
We also increased the flexibility of the
CPA Program by having an open exam window
for the foundation level from May to December.
A substantial change for the organisation
involved the development and planned
implementation of the Member First program.
The Member First program involves a complete
overhaul and redesign of our systems and
processes, and will benefit members through
superior service and more timely advice,
information, responses and solutions.
Significant milestones were achieved in 2012,
and it is anticipated that the program will be
implemented in early 2013.
The quality of the CPA designation continues
to be recognised though the growth in our
membership. We now have more than 144,000
members across 127 countries. This has led
to the opening of a new office in Guangzhou to
support our members in southern China and the
signing of new cooperation agreements across
the Asia-Pacific Region.
In 2012, we were pleased to celebrate and
award certificates to more than 51 00 associates
advancing to CPA status.
CPA Australia's financial position continues to go
from strength to strength. This strong financial
position provides the foundation for us to deliver
the innovative and exciting initiatives I have
outlined, while also continuing to improve our
service levels. This year's financial result, like
previous years, will also enable us to continue to
invest in improving our IT and web infrastructure,
as detailed in the future focus sections of this
Finally, the Board thanks all employees for their
efforts in helping CPA Australia to deliver on its
I also thank fellow members of the Board,
and those who contribute their time, energy,
and expertise to the Representative Council,
Divisional and Branch Councils, Advisory
Committees, Centres of Excellence, member
representative forums, discussion groups and
Thank you for your support and commitment to
a thriving and lively organisation.
John Cahill FCPA
Chairman of the Board
Links Archive Annual Report 2013 - Driving a competitive future Navigation Previous Page Next Page