IMA® (Institute of Management Accountants) is continuing its effort to enhance awareness and recognition of the CMA® (Certified Management Accountant) program, in the U.S. and around the world. And that’s good news for anyone who’s a CMA candidate.

Last month, IMA launched a new global, integrated advertising campaign in support of the CMA program. This is the fourth consecutive year that IMA has developed a multi-channel ad campaign. This year’s advertisements emphasize how accounting and finance professionals who earn the CMA are better positioned to advance their careers and obtain more strategic roles, through greater expertise and confidence.

In a comedic take on this theme, the campaign highlights different aspects of why a CMA certification is valuable and can connect the dots for a professional to add value to an organization and advance their careers. The anchor television spot is accessible here.


“Earning the CMA certification is not just about staying relevant in today’s digital workplace, it is about thriving in it,” said Jeff Thomson, CMA, CSCA, CAE, IMA president and CEO. “Management accountants who have an understanding of advanced technologies and strategies will excel as the profession moves forward, and CMA certification allows them to reach that potential. As a global association, we hope this campaign educates professionals on the importance of a CMA certification in developing the skills necessary to succeed both today and in the future.”

The multi-channel campaign was developed in partnership with The Gate | New York, an international advertising agency and marketing services company. The campaign utilizes television, print, digital, social media, and search engine marketing, including six spots to be aired on television. 

The campaign’s themes reflect insights obtained from focus groups, which found that management accountants benefit from a CMA certification through their gained ability to think strategically and confidence to make smart decisions that impact the company. As a gateway for finance professionals to move into more strategic roles, the CMA demands mastery of the 12 most critical practice areas in management accounting, including planning and analysis, performance management, and risk management.

Want to Help?

All IMA members are encouraged to share a link to the commercial on social media, which can help to raise the brand awareness and brand credibility of the CMA. Help the CMA become even more recognized around the world!

To learn more about the CMA, please visit