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But Ernst & Ernst was an innovative firm. The Ernsts were the first accountants to advertise, and they blazed the path of combining audit and consulting services. The Ernst brothers understood that financial information was valuable, not only to investors, but also to managers, who could use the data to improve their business decisions. The Ernsts further saw the benefit of giving combined audit and tax advice. When the federal income tax was established in 1913, Ernst & Ernst immediately set up a tax department. If the Ernst brothers were concerned about potential conflicts of interest from simultaneously attesting to an audit and advising on taxes, strategy, and disclosure, they kept that to themselves. The Ernsts were visionaries, and had no time for prudish accounting old-timers. When the American Institute of Certified Public Accountants, a long-established accounting trade group, accused the Ernsts of violating its rules against soliciting and advertising, the brothers resigned their AICPA membership.17
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Frank Partnoy (The Match King: Ivar Kreuger and the Financial Scandal of the Century)