Ms. Sue Best

Sue Best

Director, central marketing

Go to Sue Best's biography and declaration of interests

Sue Best, ICAEW marketing director, says: 'Our aim is to reach the next generation of chartered accountants… the campaign is different and hopefully not something you would expect to see from the ICAEW in a cinema.'

Go to Sue Best's biography and declaration of interests
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Sue Best, marketing director

Sue Best joined the ICAEW in September 2005 as the Institute's first marketing director.She is responsible for the central marketing team.

Sue has over 15 years experience in professional services marketing.Her career started in marketing in the oil and gas industry.

She moved to Ernst and Young where she was the marketing manager responsible for industry sectors and ultimately for developing the marketing strategy.She also set up marketing functions in Central and Eastern Europe.

Most recently Sue was national sales and business development director at Grant Thornton where she was responsible for development of their entrepreneurial business services.For ten years she was marketing director at HLB Kidsons (now part of Baker Tilly).

Sue has a BA Hons in Modern Languages and speaks French, Spanish and Portuguese.

She is a member of Institute of Directors, a chartered marketer and member of the Chartered Institute of Marketing.

She is married with two boys.

Sue Best, Marketing Director at the ICAEW, said:

Sue Best, marketing director at the ICAEW, said: "Our aim is to reach the next generation of chartered accountants, showing them how the ACA qualification can help them understand the language of finance."

The advertisements are to appear in the national and business press, as well as on postcards and student websites, the organisation stated.

According to Ms Best, the campaign is likely to be "different" and not what most people will expect to see from the ICAEW.

ICAEW marketing chief Sue Best said that although the new logo is vitally important, it is just the 'icing on the cake of a wider project looking at what the institute stands for and what its core values are going forward'.

According to Best, the logo redesign aims to make the new Economia a 'unique, elegant and prestigious brand mark' that works better with modern technologies such as websites and email than the old Economia.

While the new Economia is still recognisable from the previous version (keeping the rod representing command, the rudder representing guidance and the dividers representing accurate measurement), she is slimmer, funkier and younger-looking.She also carries herself with more dignity.

Speaker: Sue Best - Marketing & Business Development Director, Grant Thornton UK LLP
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Sue Best is a Director of Marketing & Business Development for Grant Thornton in the UK.
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Sue has worked as an independent marketing consultant with clients in the not-for-profit, professional practices and design sectors.She started her career in professional services marketing with Ernst & Young, in the UK and Central & Eastern Europe, and also has experience of sales and marketing in the oil and gas services industry.