ICAS has officially launched a new marketing campaign designed to support chartered accountant (CA) practices under the brand 'trusted in business'.

The 'Trusted in Business' website and literature has been developed in response to market research undertaken last year and aims to improve understanding of what a CA does and dispel the idea that CAs are expensive and only appropriate for larger businesses, by emphasising quality service and value for money.

The campaign sets out to address these issues by using video case studies from different business clients who talk in their own words about the benefits and value of the services they receive and the relationship they have with their CA and how it supports their business.

These videos are hosted on a new website, trustedinbusiness.org.uk, which is the public face of the campaign and uses the CA logo. The aim of the site is to help businesses understand the role of a CA and how a CA can help their business at any stage in its lifecycle from start up to growth.

ICAS will be promoting the site through digital marketing and PR, and is mailing all members with information on the new website, its new guides to using a CA and a CA window sticker. This material is aimed at helping practices to make the most of the campaign and support them to market themselves to new business clients.