The Institute of Singapore Chartered Accountants (ISCA) has unveiled a new branding video campaign, “Changing Perspectives,” to promote the accountancy profession amidst a transforming business ecosystem. Launched in conjunction with SG60, the campaign celebrates the accountancy sector’s contributions to Singapore’s economy over the past 60 years and aims to attract new talent by dispelling myths about the profession.
Produced in collaboration with branding agency ABrandADay, the video highlights the diverse roles accountants play in shaping the future business landscape. It features notable figures such as Willie Cheng, former Managing Partner of Accenture, and Kon Yin Tong, Managing Partner of Foo Kon Tan LLP, showcasing the profession’s evolution and its impact on Singapore’s economic success.
The video was launched at an exclusive screening event attended by over 160 guests, including government representatives, corporate leaders, and students. Chaly Mah, Co-Chair of the Accountancy Workforce Review Committee (AWRC), emphasised the profession’s strategic importance, stating, “Accountancy is more than crunching numbers—it shapes business strategy, drives sustainability, and builds trust in markets.”
Minister Indranee Rajah praised ISCA’s initiative, noting the profession’s role as a “cornerstone of trust, transparency, and transformation” in Singapore’s growth as a global business hub. ISCA President Teo Ser Luck highlighted the campaign’s goal to inspire young professionals, showcasing accountancy as a “fulfilling and forward-looking career path.”
The ISCA, established in 1963, is Singapore’s national accountancy body, representing over 39,000 members worldwide. The organisation continues to advocate for the profession’s advancement, leveraging its regional expertise and global networks.
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