IMA launches global advertising campaign emphasizing the need for qualified CMAs in companies


SINGAPORE, September 14, 2022 /PRNewswire/ — Today, IMA® (Institute of Management Accountants), the association of accountants and finance professionals in business, has launched a new integrated global advertising campaign in favor of the United States CMA® certification program (Certified Management Accountant). The multi-channel campaign was developed in partnership with The Gate, an international advertising agency and marketing services company, for the seventh consecutive year.

Advertisement of IMA for the American certification CMA (Certified Management Accountant)

The ads aim to empower accounting and finance professionals to take control and explore how the US CMA certification can help them advance their careers. The videos and digital executions take an empathetic look at feeling invisible and being stuck performing routine, everyday tasks. They serve to inspire real behavioral change in individuals to move to the next level, where they can make strategic decisions, impact their business and move into a leadership role. The message remains that accounting and finance professionals with a US CMA will always be in demand and this year’s campaign emphasizes that the certification will make professionals visible to their colleagues, managers and organizations.

“Our campaign is based on the idea that many accountants feel invisible at work and stuck in a slow career. But if they step up and get their US CMA, they will have the skills they need to feel seen and appreciated,” said David Bernsteincreative director, The Gate.

Ads can be accessed here:

“At a time when businesses are facing new challenges, rising costs, resource constraints and the search for completely new ways of doing business, CMA skills are more valuable than ever,” said Ellen Gurevich, CAE, CMO and Senior Vice President of Marketing at IMA. “Employers need to have finance and accounting leaders who can step in to create ideas and strategies to keep pace with change and breakthroughs. CMAs are equipped to analyze and deliver results in ways that others cannot. They have the skills to serve as strategic advisors in their organizations, and thus advance their careers.”

The US CMA verifies mastery of the 12 most critical practice areas in management accounting, including planning and analysis, performance management, and risk management. Earning the US CMA enables finance and accounting professionals to actively contribute to organizational strategy as business partners and to transition from more traditional, junior-level finance roles into more strategic leadership positions. This means that CMAs are well positioned to move from more traditional, junior finance roles into strategic leadership positions.

About the IMA® (Institute of Management Accountants)
IMA® is one of the largest and most respected associations dedicated exclusively to advancing the management accounting profession. Overall, IMA supports the profession through research, the CMA® (Certified Management Accountant) and CSCA® (Certified in Strategy and Competitive Analysis), Continuing Education, Networking, and Advocacy for the Highest Ethical Business Practices. Twice named professional body of the year by The Accountant / International Accounting Bulletin, IMA has a global network of approximately 140,000 members in 150 countries and 350 professional and student chapters. Based at Montvale, New JerseyUnited States, IMA provides localized services in its four global regions: the Americas, Asia Pacific, Europe and Middle East/India. For more information about IMA, please visit

About the door

The door, New York is a full-service advertising agency. We take bigger steps with fewer steps by blending strategy, creative, media and technology to make sure nothing gets in the way. So when you find The Gate, you can walk through the walls. This approach has led to successful communications programs for clients in finance, consumer goods, luxury, insurance, energy, and more. The door handles more $250 million in customer advertising and has a network of offices in New York, San Francisco, London, Edinburghand Shanghai. For more information, visit


About Author

Comments are closed.