What environment are we planning for?

Dec 07, 2020

In late November, we brought together the members of our nine Councils in a session that we call Thought Leaders Connected, to discuss planning perspectives for 2021. Planning is also a regular topic during my Marketing Connected LIVE sessions with marketing leaders. As 2020 winds to a close, I’m sure your organization is busy planning for the period ahead.

The first question in planning is always “What environment are we planning for?”

Our thought leaders across the board are approaching 2021 with cautious optimism, along with the realization the market has forever changed. People’s habits have shifted to a greater reliance on digital commerce and virtual work environments. And they are not turning back.   

I am pleased to say that the CMA has weathered the pandemic storm quite well. I credit the extraordinary positivity and agility of our staff and volunteers, including members of our councils, committees and board. 

As we head into 2021, we are doubling down on our vision to elevate the profession of marketing.

  • For our corporate members, this means that you should get and keep more customers through improved marketing. Our role in your success comes from developing and sharing best practices and compliance tools, delivering professional development for everyone on your team, and advocating to ensure a favourable policy environment for marketing. In addition, we are building a community where you can grow relationships, make new connections and celebrate achievements.
  • For individual marketers, it means we support you at every stage of your career with opportunities to learn, develop, connect, and influence throughout your journey.
  • For government and policymakers, we are a trusted partner, representing all marketers in Canada across sectors, brands, agencies, and services firms, aiming to ensure that individuals are well-served. Our work contributes to GDP and strengthens the economic fabric of the country.

Your opinion is important to me. What do you think the CMA is doing well? What should we be doing more of? Simply reply to this note, and I will respond personally.

Thank you for helping us plan, and stay safe,

John Wiltshire
President and CEO





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