"Good to Great" Campaign
In a fast-paced, digital-first environment, the challenge was to communicate the value of the CMA® (Certified Management Accountant) certification quickly and effectively to an audience already aware of their professional pain points. The goal was to deliver a solution-focused message that would resonate immediately and inspire action across global platforms.
To address this, I worked closely with our agency partner, The Gate, and production company, Brave Spark, while also collaborating hand-in-hand with our internal brand team at IMA. From the earliest planning stages through final execution, I was actively involved in meetings with The Gate, where we reviewed storyboards and developed content. During the commercial shoot in London, I contributed to art direction and key creative decisions, including prop and wardrobe selections. Throughout the year-long campaign, I oversaw brand consistency and adapted assets for multiple waves of content across digital and social media.
My involvement ensured the campaign maintained a cohesive visual identity and delivered a message that was clear, relevant, and globally impactful—showing finance professionals how earning the CMA could help them move from good to great.
Behind the scenes
