IMA Launches Global Ad Campaign to Highlight Importance of Certification in Today’s Business Landscape

September 20, 2019


Montvale, N.J. – The, IMA® (Institute of Management Accountants) launches 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 | New York, an international advertising agency and marketing services company, for the fourth consecutive year. 


The campaign utilizes television, print, digital, social media and search engine marketing, including six spots to be aired on television. The advertisements emphasize how accounting and finance professionals who earn the CMA are better positioned to advance their careers and obtain more strategic roles, through greater expertise and confidence.


The television spots are running on spot TV during late night programming, on programmatic and connected TV platforms and are accessible here:


Chair Slide -30


Low Ceiling

Blown Away - 30


“Earning the CMA certification is not just about staying relevant in today’s digital workplace, it is about thriving in it,” said Jeff Thomson, CMA, CSCA, CAE, IMA president and CEO. “Management accountants who have an understanding of advanced technologies and strategies will excel as the profession moves forward, and the CMA certification allows them to reach that potential.”


“For this year’s campaign, we started with a simple truth: ambitious accountants would rather connect the dots than count them,” said David Bernstein, Chief Creative Officer, The Gate | New York. “Which means they need to earn their CMA. But how do you break them out of their inertia? We empathized with their frustration by visualizing a handful of idioms. Like having a ‘low ceiling on your career,’ ‘pounding your head against the wall,’ ‘wanting to crawl under the table’ when you don’t know the answer to your boss’s question and, from the positive perspective, having the knowledge to ‘blow people away with your insights.’”



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About IMA® (Institute of Management Accountants)

IMA®, named the 2017 and 2018 Professional Body of the Year by The Accountant/International Accounting Bulletin, is one of the largest and most respected associations focused exclusively on advancing the management accounting profession. Headquartered in Montvale, N.J., USA, IMA provides localized services through its four global regions: The Americas, Asia/Pacific, Europe, and Middle East/India. For more information about IMA, please visit


About The Gate | New York


The Gate | New York is part of The Gate Worldwide, an international agency network known for making considered purchases worth considering. Our panel of consumer, cultural and category experts helps us identify a client’s “Why Axis”: why customers should choose their product or service over someone else’s. This expertise has led to successful communication programs for clients in finance, consumer goods, luxury, insurance, mining, energy and more. The Gate manages over $250 million in client advertising and has a network of offices in New York, London, Edinburgh, and Shanghai. For more information, visit