IMA Launches Global Ad Campaign to Help Management Accountants Seize the Opportunities in a Digital Age

IMA Launches Global Ad Campaign to Help Management Accountants Seize the Opportunities in a Digital Age

Amman, Jordan, September 16, 2018 – Today, IMA® (Institute of Management Accountants) launched a new strategic advertising campaign in support of the CMA® (Certified Management Accountant) certification program.

The ad was unveiled at the IMA Middle East Regional Conference, an annual event specifically designed to help accounting and finance professionals navigate the trends, threats, and opportunities of their profession.
Accounting has been among the first professions to be impacted by Artificial Intelligence (AI) and machine learning. These technologies, though, offer management accountants in the region an unprecedented opportunity to support faster, better, more strategic business decisions – if they have the right skills. In a light-humored but relevant take on this reality, the campaign illustrates how a CMA sets strategy and makes decisions more effectively by partnering with a robot colleague, not only in the office but in team building activities. The full TV spot can be viewed here:

“When we first launched the ‘You’ve Got to Earn It’ campaign, we were just beginning to understand how automation would impact the work of accounting and finance professionals,” said Jeff Thomson, CMA, CSCA, CAE, IMA president and CEO who is travelling across the Middle East region this week to reaffirm IMA’s support to its members by taking the lead in helping them upskill with competencies that are not easily automated.

“Today, we’re keenly aware of the challenges, but also the opportunities AI offers to help management accountants add influence and value. As a global association, we hope this ad inspires the profession to embrace technology and gain the skills needed to work alongside our new robotic ‘friends.’”

The regional conference co-hosted by the Jordanian Association of Management Accountants attracted over 200 accountants and students from the finance and accounting industry including Arab Bank, Ernst & Young, Morgan International and Sage (Platinum Sponsors), Wiley (Gold Sponsor) Hock International and Al Sarh Group, and Advanced Business Solutions (Silver Sponsor).

“We’re thrilled to see that the whole industry is getting together to help management accountants embrace technology and work with AI to make faster and better business decisions. Employers need to encourage employees to continually learn and develop. Professional associations can serve as resources for you and your employees to learn the latest trends, relevant skills, and industry best practices,” said Hanadi Khalife, Director, MEA & India Operations at IMA.
In addition to preparing professionals for the rise of automation in the workplace, the CMA has served as a vital gateway for finance professionals into more strategic roles. It demands a mastery of the 11 most crucial practice areas in management accounting including financial analysis, corporate finance, and risk management. To learn more about the CMA, visit:

About IMA® (Institute of Management Accountants)
IMA®, named 2017 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. Globally, IMA supports the profession through research, the CMA® (Certified Management Accountant) program, continuing education, networking and advocacy of the highest ethical business practices. IMA has a global network of more than 100,000 members in 140 countries and 300 professional and student chapters 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


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