IMA Launches Global Ad Campaign Highlighting the Need for Skilled CMAs in Businesses

IMA® (Institute of Management Accountants), the association of accountants and financial professionals in business, launched a new global, integrated advertising campaign in support of the CMA® (Certified Management Accountant) certification program. The multi-channel campaign was developed in partnership with The Gate, an international advertising agency and marketing services company, for the seventh consecutive year.

The ads look to empower accounting and finance professionals to take control and explore how the CMA certification can help advance their careers. The videos and digital executions take an empathetic look at feeling invisible and being stuck in executing routine, daily tasks. They serve to inspire real, behavioral change among individuals to get to the next level, where they can drive strategic decisions, make an impact on their business, and step up to a leadership role. The message remains that accounting and finance professionals with a CMA will always be in demand and this year’s campaign emphasizes that the certification will make professionals visible to their colleagues, managers, and organizations.

“Our campaign taps into the insight that many accountants feel invisible at work and stuck in a slow-moving career. But if they step up and get their CMA, they’ll have the skills they need to feel seen and appreciated,” said David Bernstein, Chief Creative Officer, The Gate.

The ads are accessible here:

• “Take control of your career as a CMA”
• “You’ll go places with the CMA”

Ahmad Mkhallati, Senior Director, Middle East, India & Africa operations, said, “In a competitive workforce, CMAs give themselves the ability to stand out as skilled professionals and strategic advisors. With a rapidly evolving global business environment, employers are looking for CMAs to step up and guide their organizations through volatile environments. Accounting and finance professionals that pursue the CMA are opening themselves up to more opportunities and longevity in their careers as future leaders that can navigate the challenges and impact change across their organizations and profession.”

The CMA verifies mastery of the 12 most critical practice areas in management accounting, including planning and analysis, performance management, and risk management. Earning the CMA enables finance and accounting professionals to contribute actively to organizational strategy as business partners and to make the leap from more traditional and junior-level finance roles into more strategic leadership positions. This means that CMAs are well-positioned to make the leap from more traditional and junior-level finance roles into strategic leadership positions. 

The campaign utilizes connected television, programmatic display, social media, streaming audio, search engine marketing, industry specific newsletters, and has global extensions in IMA’s key regions. There will also be a concurrent public relations campaign, and promotions on IMA’s website and social channels.