To show the world, literally, the value of the CMA® (Certified Management Accountant) certification, IMA® (Institute of Management Accountants) earlier this fall launched a new, integrated advertising campaign.

This year’s ads look to empower employees 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 to inspire real, behavioral change among individuals. 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.

Ad photo
 Watch this ad on IMA's YouTube channel.

“At a time when companies are facing new challenges, rising costs, resource constraints, and looking at completely new ways of doing business, the skills of CMAs are more valuable than ever,” said Ellen Gurevich, CAE, CMO and senior vice president of marketing at IMA. “Employers need to have finance and accounting leaders who can step up to create insights and strategies to keep up with the pace of change and break through. CMAs are equipped to analyze and deliver results in ways that others cannot. They have the skills necessary to serve as strategic advisors in their organizations, and in turn, advance their careers.”

The ads are accessible on YouTube:

It’s the seventh consecutive year for the campaign, which once again was developed in partnership with The Gate, the international advertising agency and marketing services company. 

“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,” added David Bernstein, chief creative officer, The Gate. 

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 is also a concurrent public relations campaign and promotions on IMA’s website and social channels.

For more information, please visit CMA certification.