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The Chartered Institute of Management Accountants

How we researched and developed a new global professional services marketing campaign


Having concerns about the effectiveness about their current advertising, CIMA wanted to understand how it worked, understand accounting students, and also their student journey. In particular, to develop a new and effective strategy and campaign to attract more students.


Professional services marketing success story

Professional services marketing success story | How we helped CIMA research and develop a new global ad campaign and increase members

  • Interactive workshop followed by team working to create brand positionings and also advertising ideas.
  • Qualitative international management team depths, student creative workshops (group discussions) and depth interviews. This enabled us to pinpoint the target market sweet-spot, understand the customer journey, and develop a brand strategy. This then inspired ..
  • Further marketing communication development followed by quantitative research in 8 countries: UK, China, India, Malaysia, Sri Lanka, Pakistan, South Africa and UAE.  Three different agencies were challenged to develop creative work to match our brief and compare with ideas developed thus far.
  • Finally research analysis followed by a management team debrief.


Through our work we identified key motivations and barriers to taking CIMA qualifications. Also a blueprint to enable consistent and distinctive global brand communication covering rational and emotional benefits, personality and style and tone. In turn this inspired a new advertising campaign which launched globally. As a result student acquisitions grew by 15% in year one. This exceeded the goals originally set.

Considering a career as a management accountant? Visit the CIMA Global website.

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