IMA® (Institute of Management Accountants) yesterday launched a new global, integrated advertising campaign in support of the CMA® (Certified Management Accountant) program. The 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.

With new reports showing that certification provides advantages for accounting and finance professionals, the most effective way for management accountants to develop the skills necessary to progress in the profession is through a CMA certification. In a comedic but relevant 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.

New Ad Campaign Highlights Importance of Certification

“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, for the fourth consecutive year. 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.

Do Your Part

All IMA members are invited to help spread the word about the new ad campaign. 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, visit: