I want to reiterate the words that I shared many months ago: Our IMA community is “stronger together.” Personally, I’m very proud that IMA has been able to maintain 100% of our operating capacity thanks to the hard work and resilience of our staff (many of whom continue to work remotely) and volunteers around the world. I know many members may be facing hardships and being forced to make some uncomfortable adjustments, including shifting to remote work or taking on new responsibilities that require new skills. To assist you in this time, IMA has introduced many educational programs, products, and virtual networking events, enabling you to deepen your sense of connection and community. We must choose hopefulness over hopelessness every step of the way.
Make no mistake: It’s easy to get bogged down with a sense of stagnation amid the economic uncertainty and so many business closures and cutbacks. That’s why continuing education is so important. It keeps us engaged and positive about the future. I’m inspired by the many members around the world who continue to pursue their CMA® (Certified Management Accountant) studies, are (safely) sitting for their exams, and are investing in their own futures by upskilling. Upskilling includes gaining expertise in strategy management and data analytics—through our CSCA® (Certified in Strategy and Competitive Analysis) certification and IMA Data Analytics & Visualization Fundamentals Certificate™—which can enable you to become future-ready in any business environment.
To help feed the spirit of a hopeful future, I’m excited to introduce IMA’s investment in year five of our global multichannel advertising campaign. Launched in mid-September 2020, the campaign utilizes TV, digital, social media, and search engine marketing, including three TV spots airing in the U.S. These commercials, featuring the tagline “CMA. It makes all the difference,” show heartwarming stories of how accounting and finance professionals who earn the CMA can have an impact on their own careers, at their organizations, and for society. Check them out at bit.ly/2E2cV2s, bit.ly/2RzbJqB, and bit.ly/2ZH1ULz. I think they’ll motivate you to do more in your career.
So stay committed to learning and growing. And remember that no matter what challenge you’re facing personally, IMA is here to support you. I also encourage you to do the same for your families, friends, colleagues, and neighbors. Be an example of leadership and strength to those around you, too.