Bring your tissues: This year’s IMA® (Institute of Management Accountants) ad campaign takes a sharp right turn from last year’s humor to offer poignant, personal vignettes of how accounting and finance professionals who earn the CMA® (Certified Management Accountant) can make a difference for their companies, their profession, their careers, and their communities. 

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.  

In the ads, which began airing yesterday, 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 will be running on spot broadcast TV, connected TV, and digital media, and are accessible here: 

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Watch the new campaign ad. CMA: It makes all the difference.

“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,” explained 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 spots were produced during the COVID-19 pandemic, with remote production from Poland.  

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. 

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 lead commercial on social media, which can help to raise the brand awareness and credibility of the CMA.  

To learn more about the CMA, visit