IMA® (Institute of Management Accountants) last week launched a new global advertising campaign in support of the CMA® (Certified Management Accountant) program. A continuation of the successful “You’ve Got to Earn It” campaign from 2017, the advertisements emphasize how accounting and finance professionals who earn the CMA are better positioned to thrive in the digital age. The full TV spot can be viewed here:

Watch IMA's new commercial.
Watch IMA's new commercial

The ads offer a comedic yet relevant perspective on the reality that accounting has been among the first professions to be affected by artificial intelligence (AI) and machine learning. The campaign illustrates how a CMA sets strategy and makes decisions more effectively by partnering with a robot colleague, not only in the office but in team-building activities.

“When we first launched the ‘You’ve Got to Earn It’ campaign, we were just beginning to understand how automation would impact the work of accounting and finance professionals,” said Jeff Thomson, CMA, CSCA, CAE, IMA president and CEO. “Today, we’re keenly aware of the challenges, but also the opportunities AI offers to help management accountants add influence and value. As a global association, we hope this ad inspires the profession to embrace technology and gain the skills needed to work alongside our new robotic ‘friends.’”

The multi-channel campaign was developed in partnership with The Gate | New York, a global advertising and marketing services company. The campaign uses programmatic television, radio, digital, social media, and search engine marketing in the U.S. In addition, IMA is making the campaign global by extending some of the campaign components in Europe, the Middle East, India, China, and Southeast Asia.

Do Your Part
All IMA members are invited to help spread the word about the ad campaign. Members are encouraged to share the 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: