The Graphis Advertising Annual 2021 honored The Gate | New York with two Gold Awards for their work on association campaigns for the Institute of Management Accountants (IMA) and the Military Officers Association of America (MOAA).

Graphis is committed to presenting and promoting the work of exceptional talent in design, advertising, photography and art/illustration.

The IMA campaign, called Scenes from an Office, won Gold within the education category for the Certified Management Accountant (CMA^®) certification program. The work started with the simple truth that ambitious accountants would rather connect the dots than count them. But to get those jobs, they need a Certified Management Accountant (CMA) credential. The campaign empathized the frustration they feel with their current job by visualizing a handful of idioms. Like having a “low ceiling” on their career, how audits feel like “pounding their head against a wall” and “wanting to crawl under the table” when they don’t know the answer to their boss’ question. The work can be found here: Scenes from an Office.

The MOAA Officer to Officer campaign won Gold within the professional services category. MOAA advocates for all military officers across every branch of military, currently serving, transitioning and retired. Instead of just asking officers to become members of the association, we needed to show them why they should. The campaign started a year earlier with a series of videos where officers talk candidly about how they handle difficult and emotional situations. This year’s work was the evolution of the campaign, with topics that cover women leading in the military, living as a surviving spouse and a military family where the husband and wife both serve in the National Guard. The work can be found here: Officer to Officer.

“We love working with these two associations. And couldn’t be happier that our campaigns won a Gold award for each of them,” said Chief Creative Officer of The Gate, David Bernstein.

About The Gate

The Gate is a full-service advertising agency known for making considered purchases worth considering. Our panel of consumer, cultural and category experts helps us identify your “Why Axis”: why customers should choose your product or service over someone else’s. This expertise has led to successful communication programs for clients in finance, consumer goods, luxury, insurance, mining, energy and more. The Gate manages over $250 million in client advertising and has a network of offices in New York, San Francisco, London, Edinburgh and Shanghai. For more information, visit thegateworldwide.com/ny.

About MSQ Partners

MSQ is a leading tech-enabled marketing group, helping businesses build High EQ brands to attract, convert, retain and grow valuable customers. It’s one of the fastest-growing marketing groups in the United Kingdom, offering flexibility, choice and transparency to clients. These clients include Unilever, PSA Groupe, Vodafone, Mondelez, BP, HM Government and Elanco.

MSQ’s agencies incorporate Freemavens (research & insights), Holmes & Marchant (branding & design), MMT Digital (Web & Digital Product Development), Smarts (PR and content), Stack (customer acquisition), Stein IAS (B2B marketing), The Gate (creative and media), Walk-In Media/agenda21 (full-service media) and twentysix (full-service digital). Clients can work with an MSQ agency on an individual basis, or with a joined-up team designed specifically around their needs.

Over 750 people work at MSQ across 12 global offices. Unique to an international group of its scale and reach, more than 60 senior employees are all shareholders in the group. This creates a culture of collaboration, with shared beliefs, methodologies and efficiencies.

About Institute of Management Accountants (IMA®)

IMA, the association of accountants and financial professionals in business, 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 Certified Management Accountant (CMA) program, continuing education, networking and advocacy of the highest ethical business practices. IMA has a global network of more than 90,000 members in 140 countries and 300 professional and student chapters. Headquartered in Montvale, NJ, USA, IMA provides localized services through its four global regions: the Americas, Asia/Pacific, Europe, and the Middle East/India. For more information about IMA, please visit imanet.org.

About Military Officers Association of America (MOAA)

MOAA is the nation's largest and most influential association of military officers. With 350,000 members from every branch of service – including active-duty, National Guard, Reserve, retired and former officers, and their families and surviving spouses, they are a powerful force speaking for a strong national defense and representing the interests of military officers and their families at every stage of their careers. For more information, go to moaa.org.