IMA?s Integrated Ad Campaign Expands to New Target Markets, Building on Early Success

Marc Gerrone
(201) 474-1502

Taylor Fenske
Stern Strategy Group
(908) 325-3866

“You’ve got to earn it” multi-channel marketing campaign seeks to raise awareness of CMA certification


Montvale, N.J., January 12, 2017 – This week, IMA® (Institute of Management Accountants), the association of accountants and finance professionals in business, launched the second wave of their strategic advertising campaign, “You’ve got to earn it”, in four new markets. The campaign aims to raise awareness of career opportunities for finance and accounting professionals through the CMA® (Certified Management Accountant) certification program.


Created in partnership with The Gate | New York, the multi-channel campaign includes both national and regionally targeted TV, radio, and print and digital ads. Originally launched in September 2016, the campaign’s commercial was featured in six late-night TV markets, including New York, Chicago, Phoenix, Detroit, Minneapolis, and Houston. The re-launch will introduce the commercial to four new major markets - Los Angeles, San Francisco, Portland and Dallas - which complement IMA’s chapter network and reflects early success from the September launch. The media plan also includes national coverage on Hulu TV and Shark Tank.


Through the “You’ve got to earn it” campaign, IMA has reached potential CMA candidates and their employers by showcasing the CMA credential as the leading management accounting credential globally, based on relevance, rigor, and a consistent testing standard. The focal point of the campaign is the story of a management accountant so proud of his CMA certification that he gets a large tattoo on his back, while his co-workers line up to be next. Visit to see the featured 30-second TV spot.


“IMA’s innovative advertising campaign successfully highlighted our CMA credential as a way to build credibility for those finance professionals – particularly millennials – looking to increase their reputation and skill set in the profession,” said Jeff Thomson, CMA, CAE, IMA president and CEO. “We are very pleased with the early successes of our ad campaign which has enabled us to expand our advertising to four new major markets.  In fact, today we can say that the CMA program is growing by double-digit percentages.”


About IMA® (Institute of Management Accountants)

IMA®, the association of accountants and financial professionals in business, is one of the largest and most respected associations focused exclusively on advancing the management accounting profession. Globally, IMA supports the profession through research, the CMA® (Certified Management Accountant) program, continuing education, networking and advocacy of the highest ethical business practices. IMA has a global network of more than 80,000 members in 140 countries and 300 professional and student chapters. Headquartered in Montvale, N.J., USA, IMA provides localized services through its four global regions: The Americas, Asia/Pacific, Europe, and Middle East/Africa. For more information about IMA, please visit

› Download PDF