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Accounting trade association to use direct and e-mail

Published on .

New York--The American Institute of Certified Public Accountants plans to spend $25 million on direct mail and Internet marketing to bring younger people into the accounting profession. The trade association has signed a five-year deal with Wunderman Cato Johnson, New York, to target prospective CPAs ages 16 to 22. The percentage of college students majoring in accounting has dropped from 4% in 1990 to 2% in 2000. Hill, Holliday, Connors, Cosmopulos, Boston, is already orchestrating a print and broadcast campaign on behalf of the AICPA.
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