During its annual Summit this week, the Association for Accounting Marketing announced it has rebranded as the Association for Accounting Growth.
“The transition reflects both the profession’s evolution and the expanding responsibilities of the association’s members,” the group said in a media release on May 19. “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.”
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.
The decision to rebrand was based on the results of a 2025 independent brand assessment survey led by Graphek, the association’s branding partner, of the AAM’s membership.
The results showed that 80% of respondents identified AAM’s central purpose as serving the overall growth function of accounting firms, not just marketing.
In addition, 80% 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.
“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 on May 19. “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 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,” the AAG said. “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.”
Photo credit: Association for Accounting Growth
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