In celebration of Canadian greatness
The CMA Awards are an annual celebration of Canada’s top marketing talent. They pay tribute to great creative that not only tells a distinct brand story, but also drives real business results. These awards represent all marketing disciplines in each of Canada’s leading business sectors and recognize the leaders who’ve been able to rise above their respective challenges to stand out amongst the crowd.
As co-chairs, we’re proud to oversee this year’s judging. We’re honoured to be a part of this process and help spotlight the immense talent that will be celebrated at the 2021 CMA Awards.
Reflecting on an evolving landscape
This year has seen the continuation of the COVID-19 pandemic, along with the hurdles and progress that have come with it. As a result, we find ourselves in a landscape that’s often confusing and riddled with both setbacks and celebrations.
Great marketing needs to understand the consumers it speaks to, and this year’s judges have taken much due diligence in ensuring our finalists capture the current Canadian experience. They’ve taken initiative in updating the categories, disciplines, and award levels to reflect a continuously shifting landscape, bringing more attention to the marketers who’ve stepped up to the challenge to respond in kind.
Telling real Canadian stories
Consumer behaviours and mindsets have continued to evolve, and marketers have been tasked to respond with awareness, agility, and sensitivity.
Marketers in all categories and disciplines have been challenged to reflect an increasingly nuanced Canadian experience through their campaigns, while also driving business results at a time in which many continue to face pandemic-related challenges. At the same time, many teams have had to work around budget cuts and collaborate across dispersed departments, thereby adding more barriers to success. But despite these factors, marketers have managed to set the bar even higher.
They’ve taken a tactful approach in telling Canadian stories with inclusive representation that holds power. We’ve found ourselves inspired by the campaigns we now have the opportunity to celebrate, and know that the hundreds of marketing professionals that join us will feel the same.
Celebrating our community
It’s thanks to the dedication and diverse expertise of this year’s judges that the CMA Awards have grown with Canadians, and we couldn’t be prouder to work alongside them as they select 2021’s winning campaigns and pay tribute to Canada’s marketing acumen.
The judges have taken great care to ensure these awards acknowledge a breadth of campaigns developed by teams who’ve risen above their own set of challenges to present outstanding creative that drives business results and reflects our evolving landscape.
Yet again, they’ve demonstrated that Canadian marketers are some of the best in the business, and we can’t wait to celebrate marketing excellence on November 18.
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Shelley Smit
CEO
UM
Jennifer Carli
Head, Brand, Social and Content
BMO FINANCIAL GROUP
