Association for Accounting Marketing Announces Strategic Rebrand to Association for Accounting Growth
Association for Accounting Marketing Announces Strategic Rebrand to Association for Accounting Growth
Rebrand reflects evolving role of marketing, business development, and growth leaders across accounting firms
Lexington, KY, May 19, 2026 — The Association for Accounting Marketing (AAM) today announced it has rebranded as the Association for Accounting Growth (AAG), marking a significant evolution in the organization’s visual identity, mission, and vision. The Association made the announcement at its annual Summit, the leading event for accounting growth professionals, where members were introduced to AAG’s new logo and the guiding mission and vision statements.
The transition reflects both the profession’s evolution and the expanding responsibilities of the Association’s members. Growth in today’s accounting firms now includes marketing, business development, client experience, revenue strategy, and firm leadership. The rebrand positions AAG as the premier community and voice for all professionals accountable for sustainable growth in the accounting profession.
“Our members have long been operating at the intersection of marketing, business development, and strategic growth,” said Rhonda Clark, executive director, Association for Accounting Growth. “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 was grounded in rigorous research, led by GRAPHEK, the Association’s branding partner. In 2025, the Association engaged an independent brand assessment survey of its membership. The results were clear: 80 percent of respondents identified AAM’s central purpose as serving the overall growth function of accounting firms, not just marketing. Additionally, 80 percent said it was critical for the Association to broaden its programs to support professionals in marketing, business development, and growth. When asked for keywords for a future name, ‘growth’ emerged as 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 vision statement reflects the Association’s long-term ambition:
“Creating a future where the success of accounting and advisory firms is built on the strategic impact of growth professionals.”
While the name and visual identity are new, the foundation that has made the Association invaluable to its members for decades remains unchanged. AAG will continue to deliver a highly engaged peer community, tailored educational programming, and professional networking. The new tagline, Elevating Careers, Advancing Firms, expresses both the continuity of that promise and the Association’s forward momentum.
The announcement marks the first public phase of a deliberate, phased rollout. The full brand activation, including a refreshed website, updated member communications, and complete asset transition, is planned for December 2026. Member resources, including FAQs and Q&A sessions, will be available in the coming months to ensure a smooth transition for the entire community.
About the Association for Accounting Growth
The Association for Accounting Growth (AAG) is the premier membership organization for marketers, business developers, and other growth professionals advancing their firms and the accounting profession. The Association supports members with a highly engaged community, tailored educational programs, networking opportunities and role-specific resources that propel their performance at every career stage. The industry’s source for insights and innovation, the Association is shaping the conversation on accounting growth and building the profession of the future.
Media Contact
Rhonda Clark
859.494.1185