CMA-certified professionals make a difference: That’s the message of this year’s IMA® (Institute of Management Accountants) ad campaign, which depicts heart-warming stories of how accounting and finance professionals who earn their CMA® (Certified Management Accountant) can have an impact on their own careers, at their organizations, and for society. 

In the ads, which began airing in the U.S. in mid-September, different scenarios are depicted to show the valuable contributions CMAs make because of their skills and knowledge. CMAs can see things others don’t and act on them. The campaign commercials are running on spot broadcast TV, connected TV, and digital media, and are accessible here:

CMA ad campaign

The new global, multi-channel, integrated advertising campaign was developed in partnership with The Gate | New York, an international advertising agency and marketing services company, for the fifth consecutive year. The campaign utilizes TV, digital, social media, and search engine marketing, including three TV spots. The spots were produced during the COVID-19 pandemic, with remote production from Poland. 

“In spite of the pandemic, interest in certifications around the world has increased as a differentiator from both a career and organizational perspective. That’s why it’s important to get these messages out now to accounting and finance professionals,” said Jeff Thomson, CMA, CSCA, CAE, IMA president and CEO. 

“Instead of just telling viewers what a CMA does, we showed the impact a CMA can have,” said David Bernstein, chief creative officer of The Gate. “This year’s work takes a more emotional approach, focusing on stories about CMAs who made a meaningful difference. Whether it’s by doing the data analysis to convince a factory to rehire the workers they laid off or the cost analysis to keep a hospital open.”

The campaign will encompass IMA’s paid, earned, social, and owned media with the digital and TV ads, a concurrent public relations campaign of “making a difference,” and promotions on IMA’s website and social channels.

To learn more about the CMA, visit