CASE STUDY: 'CIMA heroes' for CIMA by Proctor & Stevenson

The Chartered Institute of Management Accountants (CIMA) is the world’s largest professional body of management accountants. Exemplary in its field, CIMA is the most relevant accountancy qualification for business, as graduates gain a head for business as well as an eye for figures.

It contacted Proctor & Stevenson for help developing an international campaign to promote its offering to employers — who typically pay for courses — and potential students around the world.

CIMA was keen to use case studies to explain its offering, using alumni success as an inspiring example of the ROI the qualification provides for both employers and students. However, there were issues of international content generation and production to contend with, alongside cultural sensitivities to consider. With careful planning, considered guidelines, innovative post-production and a firm focus on business benefits, we have unified CIMA’s communications while reinvigorating its identity, delighting head of brand, Victoria Penman at CIMA, said, “This was a difficult brief to fulfill and the design needed to work hard. We wanted a dynamic, inspiring creative that demonstrated in hard facts the value CIMA-qualified people can add. We’re delighted with the results. It translates visually extremely well and we’ve had excellent feedback from our international colleagues. Creating something that works globally is always a challenge.”