The IMA® (Institute of Management Accountants), the business accounting and finance association, has launched a new global, integrated advertising campaign to support the CMA® (Certified Management Accountant) certification programs.
For the seventh year in a row, the multi-channel campaign was created in collaboration with The Gate, an international advertising agency and marketing services firm.
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 look empathetic at feeling invisible and stuck in executing routine, daily tasks.
They inspire real, behavioral change among individuals to get to the next level, where they can drive strategic decisions, impact their company and take on a leadership role
The message remains that CMA-certified accounting and finance professionals will always be in high demand. The ad this year emphasises how certification will make professionals more visible to their colleagues, bosses, and organisations.
“Our campaign is based on the observation that many accountants feel invisible at work and trapped in a slow-moving career.” “However, if they step up and obtain their CMA, they’ll have the abilities they need to feel seen and valued,”said David Bernstein, The Gate’s Chief Creative Officer.
The advertisements can be found here:
- “Take charge of your CMA career.”
- “With the CMA, you’ll go far.”
“The CMA provides a gateway for accounting and finance professionals to become leaders and open doors in their careers, CMAs have the potential to lead their organisations in the right direction as businesses in India continue to expand locally and globally and confront unprecedented problems such as rising costs, resource restrictions, and geopolitical crises. The time has come for these individuals to advance in their careers and become strategic advisors at the leadership table, to face today’s business issues, and to influence change across their businesses and the profession.”stated Pranesh Krishnan, Director of Operations at IMA India.
Earning the CMA allows finance and accounting professionals to actively contribute to organisational strategy as business partners, as well as to advance from traditional and junior-level finance roles into more strategic leadership positions.
The CMA certifies knowledge in the 12 most important management accounting practise areas, such as planning and analysis, performance management, and risk management.
This means that CMAs are well-positioned to advance from more traditional and junior-level finance roles into positions of strategic leadership.
The campaign makes use of linked television, programmatic display, social media, streaming audio, search engine marketing, industry-specific newsletters, and has worldwide extensions in IMA’s main markets.
There will also be a public relations campaign and promotions on the IMA’s website and social media outlets.