The Association for Accounting Marketing is rebranding itself as the Association for Accounting Growth.
In today's professional landscape, the term "growth" encompasses marketing, business development, client experience, revenue strategy and firm leadership, the group noted. The new name, which was announced at the organization's annual summit, reflects both the profession's evolution and the expanding responsibilities of the association's members.
The full roll-out of the rebrand, which includes a new website, updated member communications and asset transitions is slated for December 2026.
"Our members have long been operating at the intersection of marketing, business development and strategic growth," Rhonda Clark, executive director of the Association for Accounting Growth, said in a statement. "The name, Association for Accounting Marketing, no longer fully captures the breadth of our members' work or the impact they drive at their firms. Our new name and identity better reflects who we are today and who we are becoming."
The decision to rebrand, based on research from AAM's branding partner Graphek, was informed by an internal survey of AAM members, in which 80% of respondents identified the association's mission as serving the overall growth function of firms — not just marketing. Eighty percent also said it is important for the association to expand its programs to support professionals across marketing, business development and growth. When asked for keywords for a new name, "growth" was the top choice and most recommended by nearly half of the respondents.
The association's new mission statement is: "The Association for Accounting Growth advances marketers, business developers and other growth professionals through community, knowledge and shared purpose, accelerating their careers, strengthening their firms, and elevating the profession."
The new vision statement is: "Creating a future where the success of accounting and advisory firms is built on the strategic impact of growth professionals." The new tagline is "Elevating Careers, Advancing Firms." The
