The Chartered Global Management Accountant (CGMA) designation brand was doing well with older audiences, but the member services group wanted to develop a campaign that catered to a younger demographic to help reach their goal. We developed five concepts for the campaign. When we were done with the presentation, the group wanted to test four out of the five ideas with different segment groups. In the end, the “propel” campaign ran the best and helped them meet their goal for the year.