IMA provides the premier certification in Management Accounting, the Certified Management Accountant (CMA) credential. With an ever-evolving financial landscape, the need for top talent in Management Account is greater than ever. The problem is young finance professionals looking to further their career can choose from an alphabet soup of prestigious advanced degrees. With many excellent designations to choose from and a lack of category awareness and brand distinction, candidates and employers don’t know which option is best: CMA or CPA, CMA or CGMA. CMA or MBA. CMA or MiF.
We needed them to realize the CMA opens doors for roles in business strategy and leadership, not just reporting numbers or auditing.
We convinced ordinary accountants to get our advanced credential by visualizing some of their fears and frustrations. Our approach got rid of the typical, stereotype depiction of an accountant: boring, older, stiff, bean counters. Instead, we wanted the management accounting side of the profession to being seen as younger, more progressive, and more confident. The Scenes From an Office did just that.
We set out to show our consumer that their love of finance and accounting doesn’t mean they only have one option – the CPA. We want them to have the reassurance in knowing there is another path that may be more rewarding. We needed them to realize the CMA opens doors for roles in business strategy and leadership, not just reporting number or auditing. We want to ultimately convert them into CMAs by having them register for the program.
The CMA is for a new generation of finance and accounting professionals who want a more meaningful career.
They don’t just report the numbers but strategically apply them to make an impact. They turn data into smart decisions for their company. They aren’t in the back room but are the most valued voice in the room.
We brought this to life with “Scenes From an Office." The situations depict how a CMA is the most valuable voice in the room – everyone else wants to slip under the table and not be noticed. Having a CMA means you aren’t stuck with a low ceiling on your career. Having a CMA means your work can be less mundane and have greater meaning – no longer needing to hit your head against the table.
Our campaign shows how young professionals will have the ability to advance, be a gamechanger and add value, finally giving them a career they were meant to have.
We increased new candidates by 11% year over year. In addition to exceeding our aggressive goals, we know making this decision to become a candidate takes time. In order to nurture the decision and relationship with possible prospects, we needed them to sign up for emails. As such, we garnered 43% more email signups year over year.