IMA Highlights Need For Skilled CMAs In Businesses


The CMA verifies mastery of the 12 most critical practice areas in management accounting, including planning and analysis, performance management and risk management

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 program. The multi-channel campaign was developed in partnership with The Gate, an international advertising agency and marketing services company, for the seventh consecutive year.

The ads look to empower accounting and finance professionals to take control and explore how the CMA certification can help advance their careers. The videos and digital executions take an empathetic look at feeling invisible and being stuck in executing routine, daily tasks. They serve to inspire real, behavioural change among individuals to get to the next level, where they can drive strategic decisions, make an impact on their business, and step up to a leadership role. The message remains that accounting and finance professionals with a CMA will always be in demand and this year’s campaign emphasises that the certification will make professionals visible to their colleagues, managers, and organizations.

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 organisational strategy as business partners and to make the leap from more traditional and junior-level finance roles into more strategic leadership positions. CMAs make the leap from more traditional and junior-level finance roles into strategic leadership positions. 

The campaign utilises 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.



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