The importance of connection
Inspiring words from the 2022 CMA Awards Co-Chairs
As marketers, we’ve never had more tools at our disposal to connect with our existing and potential customers. The old adage, “I know half my marketing budget is being wasted but I don’t know which half” is increasingly obsolete. The ubiquity of data and the technology to target precisely allows us to serve up products and content more efficiently than ever.
But this opportunity also comes with its own challenges. As we come to rely more heavily on technology and data, our marketing risks becoming ‘standardized’, creating a sea of sameness in our efforts. As marketers, our job is to drive brand and product desire and differentiation - and so in this increasingly complex marketing world, it is more important than ever to lead with strong insight, ideas and creativity to create brand distinction, meaning and connection. With Canadians exposed to upwards of 10,000 messages on a daily basis, we can only differentiate our brands by standing out – how we stand out, of course, must be relevant and authentic to the brands we lead but we have to elevate above the sea of sameness amongst our category players.
That’s why we’re thrilled to Co-Chair this year’s CMA Awards. Over the coming weeks and months, over 400 of our peers will join the judging panels and will review, evaluate, and ultimately award this year’s most insightful and interesting work – work that connects with and gets noticed by your customers - so that it moves the needle on your brands and businesses.
2022 CMA Awards entries open on Monday, May 2. Get your entries in early to take advantage of the early bird entry fees.
The opportunity to apply for the first round of judging is open to both CMA members and non-members. Application will close on July 1st.
Lastly, we are excited that this year’s awards show and gala “The Rise”, will be LIVE and in-person on November 18 at the Westin Harbour Castle. Tickets go on sale August 1st.
Authors:
Christopher Andrews, President & CEO
BBDO Canada
Allison Litzinger, VP Marketing
The Bay
