Standards of excellence

May 10, 2021

I’m a strong believer in standards. Great marketing is built off high standards of excellence. And by great marketing, I mean bold, creative, innovative approaches that achieve the desired results.

Our CMA Awards are a testament to this. On last week’s episode of Marketing Connected Live, I talked to Jennifer Carli (BMO) and Shelley Smit (UM Canada) – the co-chairs of the 2021 CMA Awards. They talked about how winning creative comes from a strong foundation of strategy and professionalism.

The CMA has been championing professional standards of excellence since its inception more than 50 years ago. Today, we continue to provide advice and tools to help marketers better understand the laws and best practices that must be followed to protect themselves and their organizations.

We champion the Chartered Marketer program, with credentials based on a set of standards. More than 400 Canadian marketers have either completed or are in the process of completing this important designation. See my op ed on this topic here.

P.S. Join my next Marketing Connected LIVE session with Analia Iapichino, Senior Director Value Proposition Strategy at Rogers, as we discuss how agile marketing unlocks flexibility, drives innovative thinking and provides rapid response capabilities and opportunities.

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John Wiltshire

President & CEO Canadian Marketing Association




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