Giuseppe Barone
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Steve Conroy
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Nancy Aresu
The Gate
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IMA Launches Global Ad Campaign Highlighting Changing Perspectives When Professionals Become CMAs


New York and Montvale, N.J., September 12, 2023 — Today, 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. The multi-channel campaign was developed in partnership with The Gate, an international advertising agency and marketing services company.

The ads look to empower accounting and finance professionals to take control and explore how the CMA certification can help advance their careers. The upper-funnel videos and digital executions help demonstrate how perspectives can change for the better when one secures their CMA certification. New to the campaign this year are mid-funnel video and digital executions that directly confront known barriers to taking the CMA exam directed to “hand-raisers” who have opted-in to IMA’s mailing list.

“We called the campaign ‘good to great’ because the CMA can turn a good career into a great one,” said David Bernstein, Chief Creative Officer, The Gate. “And to ensure it gets noticed, we staged the scenes in a brightly colored, theatrical environment, to help it jump off the screen.”

The video and digital work is accessible here:

“Our members pursue the CMA because they know that once they earn it, everything can change for them, personally and professionally,” said Ellen Gurevich, CAE, CMO and senior vice president of marketing at IMA. “CMAs have strategic mindsets that set them apart from their peers. They have the ability to change their organizations for the better and in turn, advance their careers. This year’s campaign expresses the potential that CMAs can realize.”

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.

About IMA® (Institute of Management Accountants)

IMA® 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) and CSCA® (Certified in Strategy and Competitive Analysis) programs, continuing education, networking, and advocacy of the highest ethical business practices. Twice named Professional Body of the Year by The Accountant/International Accounting Bulletin, IMA has a global network of about 140,000 members in 150 countries and 350 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/India. For more information about IMA, please visit

About The Gate

The Gate, New York is a full-service advertising agency. We take bigger leaps with fewer steps by blending strategy, creative, media and technology to make sure nothing gets in the way. So, when you find The Gate, you can walk through walls. This approach has led to successful communication programs for clients in finance, consumer goods, luxury, insurance, energy, and more. The Gate manages over $250 million in client advertising and has a network of offices in New York, San Francisco, London, Edinburgh, and Shanghai. For more information, visit