Home' Annual Report : Annual Report 2015 Contents CPA Australia has always existed
to protect the public interest; it is
central to how we create value and
is enshrined in our constitution,
governance structures and the code
of ethics that we all commit to. It is
also central to leading the accounting
profession into tomorrow.
A tangible example of this commitment
to the public interest is our watershed
decision to enter the financial advice
market in Australia.
CPA Australia Advice, a wholly-
owned subsidiary of CPA Australia,
will operate on a transparent
fee-for-service basis. It will set a
new benchmark for professional
and ethical conduct in making
independent financial advice
available to all Australian consumers.
Underpinned by the same culture
and professional standards that are
the cornerstones of CPA Australia;
independence, transparency, integrity,
compliance and continuous learning,
CPA Australia Advice represents a
milestone achievement for our
Our growth across key international
markets in 2015 has been strong.
In the highly mobile and interconnected
world in which we now live and work,
CPA Australia’s global network and
reach is a tangible benefit to all
Around one quarter of our members
now reside outside Australia, with
more than 37,000 working and
residing in Asia.
We support our 155,000-plus
membership with offices in 10
countries. To our extensive network of
international linkages we have added
new agreements with universities,
organisations and membership
bodies in China, Fiji, Malaysia, Papua
New Guinea, Philippines, Samoa, the
Solomon Islands, Taiwan and Vietnam.
These agreements represent
a commitment to current and future
CPAs and the continued development
of the accounting profession globally.
They also support our leadership
position in the region.
Through innovation, contemporary
relevance and advocacy on key public
policy debates we continue to broaden
the audience of people interested in
our organisation and the profession.
Our strategy of extending the reach
and impact of the CPA Australia brand
has reached a new level.
The Naked CEO – The Truth You Need
to Build a Big Life*, was the bestselling
business book in Australia in 2015.
It is now distributed to 38 countries
and has recently been translated into
Thai, with Chinese and Vietnamese
translations commissioned. It has also
been acquired by university faculties
who have incorporated the book into
their respective programs.
The website, thenakedceo.com is
delivering unprecedented engagement
by connecting with young professionals
and developing the next generation of
leaders. There have been more than
four million visits to the site since its
inception and it has been recognised
with a number of prestigious awards,
including Best Use of LinkedIn /
SlideShare for Content Marketing at
the Content Marketing Awards.
Our policy expertise came to the
fore during 2015 with high profile
exposure for our thought leadership
through digital and traditional
media. Our work on taxation reform,
innovation and small business was
particularly well regarded.
Further enforcing our public leadership
position, our Nine Network Australia
television series, The Conversation
with Alex Malley (formerly The Bottom
Line) will be back on air in 2016. This
initiative ensures that CPA Australia
is positioned at the heart of the
As part of our public presence in
the Asia-Pacific region, we continued
our successful partnership with the
Australian Open Tennis Championship
which gives us invaluable exposure
throughout the region.
In 2015 we celebrated 50 years in
the Northern Territory and the
10 year anniversary of the opening
of the London office supporting
members in the UK and Europe.
In the year ahead, we’ll not only be
celebrating our 130th year but also
60 years in Malaysia and Hong Kong.
I would like to thank those many
members who contribute their
time and expertise to the
Representative, Divisional and Branch
Councils, Advisory Committees,
Centres of Excellence, member
representative forums, discussion
groups and task forces.
Thanks to my Board colleagues and
a special mention for my predecessor,
Penny Egan. After more than a decade
of outstanding service on the Board,
Penny is retiring and we wish her the
On behalf of the Board, I would
like to thank our chief executive
Alex Malley and our dedicated
staff for their contributions to helping
our organisation deliver on its key
Lastly but by no means least,
I thank our members for their
commitment to the public interest and
the profession through upholding the
integrity, high standards and ideals of
the CPA designation.
Graeme Wade FCPA
President and Chairman
of the Board of Directors
* Source: Nielsen BookScan.
CPA AUSTRALIA 2015 INTEGRATED REPORT
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